Applications of Innovation Adoption and Diffusion Theory to IPTV Loyalty Formation Process

??? ??????????????? IPTV ???????????? ????????? ?????? ???????????? ????????? ???????????? ?????? ?????? ?????? ????????? ???????????????. IPTV??? ???????????? ???????????? ?????? ????????? ???????????? ?????? ?????? ??? ?????? ?????? ??????????????? ???????????? ?????? ????????? ???????????????. ??? ????????? ????????? IPTV ???????????? ???????????? ????????? ????????? ?????? ?????? ?????? ????????? ???????????? ???????????? ????????? ????????? 7?????? 1??? ???????????? ????????? 2??? ???????????? ?????????????????? ?????? ???????????? ??????????????? ????????? ???????????????. ??????????????? 250?????? IPTV ????????? ?????? ???????????? ????????? ????????? ???????????? ???????????? PLS ????????? ???????????? ???????????????. ??? ?????? ???????????? ????????? ???????????? ????????? ?????? ?????? ???????????? ????????? ????????? ?????? ?????? ??? ????????? ?????? ?????? ????????? ???????????? ????????? ??? ??????.In this paper, we report the empirical study results theorizing IPTV user’s loyalty formation process. Considering the convergent characteristics ofinnovative media and telecommunication, we employed innovation adoption and diffusion as our theoretical framework for research model development. As the purpose of this research includes verification of detail attributes of IPTV service, we formulated structural model which treats relative advantage as the second order factor, of which incorporates the seven detail attributes as the first order factors. Then, using the data collected from 250 Korean IPTV subscribers, the model is validated and relevant attributes are identified through PLS analysis. The results provide insights for future research on the adoption and diffusion of new digital convergent high-tech services