정책적 지원과 사업자의 공격적인 투자에도 불구하고 IPTV의 확산은 상대적으로 저조한 양상을 보이고 있다. 이 같은 현상의 원인을 밝히기 위해서는 IPTV의 확산요인뿐 아니라 저항요인에 대해서도 균형 있게 다루어져야 함에도 불구하고 저항요인은 상대적으로 관심의 대상에서 배제되어 왔다. 이에 따라 본 연구에서는 램(Ram, 1987)의 혁신저항모형(innovation resistance model)을 통해 IPTV의 저항요인에 대해 살펴보았다. 경제적 요인, 사회적 요인 등 IPTV에 대해 형성될 수 있는 다양한 저항요인 가운데, 특히 이용자의 심리적 차원의 저항요인에 주목하였다. 이를 위해 혁신저항모형의 변인들 가운데 이용자의 심리와 관련된 변인들로 연구모형을 구성하였다. 246명을 대상으로 진행한 설문조사 결과, IPTV의 상대적 이점에 대한 인식 부족, IPTV 사용에 있어서의 위험성에 대한 인식, IPTV의 복잡성에 대한 인식이 IPTV에 대한 혁신저항을 형성하는 것으로 나타났으며, 또한 이러한 IPTV에 대한 혁신저항은 IPTV에 대한 이용의도에 부정적인 영향을 미치는 것으로 나타났다.

The aim of present study is to analyze determinants predicting psychological resistance against IPTV and to examine whether such resistance negatively affects intention to use. IPTV has been regarded as a principal medium in the era of media convergence. Despite the favorable governmental policy and heavy investment of major media conglomerates, the penetration rate of IPTV has been relatively low so far. In this aspect, it is safe to say that there have been resistance factors against IPTV as well as diffusion factors. Although the resistance factors should have drawn much more attention from researchers, the pro-innovation bias of researchers has placed barrier to do that. This study constructs the research model out of innovation resistance model(Ram, 1987) by sorting out variables relevant to psychological aspect of users. The result of the survey from 246 respondents shows that 3 factors, the lack of perceived relative advantage, perceived risk, and perceived complexity, significantly affect resistance against IPTV, which has negative influence to intention to use. The implications and limitations of study are also discussed.

The aim of present study is to analyze determinants predicting psychological resistance against IPTV and to examine whether such resistance negatively affects intention to use. IPTV has been regarded as a principal medium in the era of media convergence. Despite the favorable governmental policy and heavy investment of major media conglomerates, the penetration rate of IPTV has been relatively low so far. In this aspect, it is safe to say that there have been resistance factors against IPTV as well as diffusion factors. Although the resistance factors should have drawn much more attention from researchers, the pro-innovation bias of researchers has placed barrier to do that. This study constructs the research model out of innovation resistance model(Ram, 1987) by sorting out variables relevant to psychological aspect of users. The result of the survey from 246 respondents shows that 3 factors, the lack of perceived relative advantage, perceived risk, and perceived complexity, significantly affect resistance against IPTV, which has negative influence to intention to use. The implications and limitations of study are also discussed.

IPTV, Innovation Resistance Model, Determinants of Psychological Resistance, Diffusion of Innovation, Ram