가구의 정보통신수용도가 DTV 구매에 미치는 영향micro data를 이용한 실증연구

초록

This paper empirically analyzes determinants of DTV (Digital Television) adoption in household survey data with IT-related household demand characteristics. To this purpose, we conducted a survey for the adoption of DTV to 1,000 households nationwide. In the questionnaire, various questions asking socio-economics characteristics such as age, education, income were included. Also, status of adoption and usage of IT services such as paid broadcasting, internet, and DVD were asked. To analyze the determinants of intention of purchasing, decision of purchasing, and the timing of purchasing DTV, we adopted the ordered logit, binary logit and multinomial logit models. When there is an order among groups, ordered logit was employed and when there is no orders among groups, multinomial logit was emplyed for the estimation. It is found that when conditions of other explanatory variable are constant, the more educated household heads are, the more probable they become early adopters of DTV. It is also found that other conditions being constant, the income level of households and IT-related household demand characteristics are very important factors affecting DTV adoption. Since the likelihood of purchasing DTV is much higher for those who know the government policy of analog broadcasting termination schedule than others who do not know, dissemination of the Korean government's digital broadcasting policy will affect significantly the adoption of DTV. And policy with various incentives ought to be employed to accelerate DTV adoption, because households with the older TV sets are more likely to purchase DTV. It is suggested that the Korean government should develop policy to connect both DBS (Direct Broadcast Satellite) and DTV since DBS subscribers are more likely to be an early adopter than non-subscribers.

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