미디어 및 정보통신서비스 이용행태가DMB서비스 가입에 미치는 영향에 관한 실증분석

초록

This paper analyzes the demand intensity and determinants of types of DMB based on micro-data from a 1,000 sample survey. Empirical results show that the mobility of a consumer is one of the most important factors affecting DMB service adoption. Thus, if a consumer is a male and young, he is more likely to adopt DMB service than the others. It is found that the media/IT usage intensity of an individual affects DMB service adoption. Specifically, The more an individual uses the internet and telecommunication services, the more likely he or she is to become an early adopter. However, an individual’s usage intensity of TV does not seem to affect the probability of his DMB service adoption. Therefore, it seems that a consumer’s DMB service adoption is more related with his IT service use than with his media use. This study also shows that satellite DMB service is recognized as superior to terrestrial DMB service. The higher a consumer’s willingness to pay for DMB service, the more likely he is to prefer satellite DMB to terrestrial DMB.

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