초록 close

방송과 통신의 융합 개념이 일반화되고 그 선두주자로 IPTV의 성장 잠재력이 높이 평가되고 있는 현 시점에서 2005년 상품 판매형 T-Commerce 사업자 10개 업체를 선정한 이 후 별다른 발전 양상을 보이지 못하고 기존의 TV홈쇼핑의 형태와 인터넷 쇼핑몰 형태를 크게 벗어나지 못하고 있는 실정이다. 이에 본 연구는 신규 매체인 IPTV를 기반으로 T-Commerce 활성화를 통한 새로운 소매업태의 출현과 성장을 위한 방안을 살펴보고자 하는 측면에서 정보 제공 유형에 따른 T-Commerce의 서비스 형태인 독립형과 연동형 서비스의 시행에 대한 소비자들의 선택 요인을 알아보기 위해 문헌조사와 설문조사를 통해 연구를 수행하였다. 연구 결과 독립형 서비스 선택 영향 요인보다 연동형 서비스 선택 영향 요인이 더 많은 것으로 나타나 소비자들이 많은 관심을 가지고 있으며 보다 다양한 요인들을 고려하여 선택하는 것으로 나타났다.


In light of the fact that the fusion concept of broadcasting and communication has been generalized and potential growth of IPTV leading such trend has been highly evaluated, the present study was intended to evaluate the measures that will boost the new retail pattern emerging in line with activated IPTV-based T-Commerce, facing up to reality that it has yet to move away from the traditional TV home shopping or Internet shopping mall pattern, and to that end, document study and survey were conducted in this study in an attempt to identify the factors for users’ preference between the independent service and interlinking service, which are sort of T-Commerce services provided depending on type of information. There are only three years to the obligation of digital broadcasting now. DCATV was expected to be activated as media which could replace the existing one-way CATV. However, as IPTV, digital TV media of new concept which adopts the concept of communication to broadcasting, is acknowledged as broadcasting and is vigorously competing with DCATV, it is rapidly growing based on the existing strong internet infra and the numbers of users. In addition, T-Commerce industry, which planned to utilize DCATV media, is expanding its investment to IPTV and tries to prepare for proper contents and broadcasting platform. It is because the conceptual basis of DCATV is not comprehensive and has its limits to adopt and realize various functions by introducing digital broadcasting in the user environment of CATV in providing a lot of channels and contents for viewers. However, in the current situation that the T-commerce is developing to the synchronized way rather than the existing independent way and the development and distribution of digital contents are needed accordingly, it can be said that both DCATV and IPTV have no problem to accept synchronized broadcasting contents and use them. However, DCATV companies are making every possible efforts to develop competitive factors to compete with the compatibility and expandability of IPTV and to build up user environment which can accept interactive broadcasting contents and provide the ease of use for views. However, the capability of IPTV to secure potential customers and viewers through the active use of internet infra can be said to be powerful. A 2-month survey of 150 respondents for positive analysis was conducted, beginning in June through August 2009 and consequently, 120 effective samples were taken which were categorized by convenience, usefulness ad accessibility based on service selected to develop the inquiries. And after defining each factor as independent variable, while the selection level between independent service and interlinking service was defined as dependent variable, the survey was conducted to identify whether and what independent variable has effect on dependent variables, making use of multiple regression analysis . As a result, the factors of interlinking service appeared to be greater than those of independent service, indicating more interest of users, and the selection was made considering more various factors. That is, the users appeared to be more interested in sense of perception, in other word, whether the useful information on products is offered, security of payment system is granted and the convenience in using remote is secured, whereas the users were less interested in independent service because of its simple service and low accessibility. So far, the level of customers’ understanding about T-Commerce is very low in Korea. The biggest difficulty in the survey for the empirical analysis was to get people understand about T-commerce. However, our customers’ receptivity and understanding about digital culture are great and rapidly grow. Therefore, for the three years left before the obligation of digital broadcasting, social understanding about the convergence of broadcasting and telecommunication should be improved, and our own broadcasting‧communication culture and the distribution culture of new media should be established by accepting and utilizing new culture without side effects. In addition, concerning recent Media Law issues, the importance and social roles of new media integrating broadcasting and communication should be discussed in our society and the positive way of development should be provided. Thus it is recommended to simulate the potential customers to increase the demand through the improvement of service in diverse aspects, so as to be able to substitute the existing CATV home shopping and the part of Internet home shopping with growing T-Commerce, thereby laying the foundation as retail distribution channel.