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Service Business
Published in: Service Business 4/2014

01-12-2014 | Empirical article

A consumer value analysis of mobile internet protocol television based on a means-end chain theory

Authors: Hyunsoo Kang, Mincheol Kang, Sora Yoon, Dongju Kim

Published in: Service Business | Issue 4/2014

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Abstract

With the rise of the 4G technology, TV or video services based on mobile devices have received increasing attention from consumers. Using means-end chain theory, this study examines the cognitive structure of mobile internet protocol television (IPTV) users. Here, the cognitive structure refers to the attribute–consequence–value linkage that consumers consider as important in mobile IPTV services. The study classifies consumers based on two dimensions (their gender and occupation) and presents hierarchical value maps of mobile IPTV services. For this, the study collects data on 112 potential users of mobile IPTV services by using the association pattern technique. The results indicate <mobility-time killing-enjoyment> as the representative cognitive structure of men and students; <mobility-ubiquity-freedom> as that of women; and <broadcast content-timeliness-freedom> as that of office workers.
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Appendix
Available only for authorised users
Footnotes
1
Mobile IPTV is a technology that enables users to transmit and receive multimedia traffic including television signal, video, audio, text, and graphic services through IP-based the wired and wireless networks with support for Quality of Service, security, mobility, and interactive functions. Through Mobile IPTV, users can enjoy IPTV services anywhere and even on the move (Wikipedia).
 
2
Lai et al. (2001) classify mobile TV technology approaches into four kinds: mobile TV over IP, IPTV over mobile device, cellular IPTV, and internet IPTV. We do not include an internet-based approach here because the quality of services is not guaranteed since it is based on the best effort service.
 
3
These interviewees are considered to be experts in mobile IPTV research and market since they have participated in various types of nationwide IPTV research programs, including “Mobile IPTV Business Model” and “Next Generation of Mobile IPTV”, which are supported by the KCC (Korea Communications Commissions).
 
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Metadata
Title
A consumer value analysis of mobile internet protocol television based on a means-end chain theory
Authors
Hyunsoo Kang
Mincheol Kang
Sora Yoon
Dongju Kim
Publication date
01-12-2014
Publisher
Springer Berlin Heidelberg
Published in
Service Business / Issue 4/2014
Print ISSN: 1862-8516
Electronic ISSN: 1862-8508
DOI
https://doi.org/10.1007/s11628-013-0208-8

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