소비자 관점에서 모바일 폰 음악 서비스와 오프라인 음반 서비스간의 경제성 평가

초록

Value added services such as music services play major roles in the mobile phone services nowadays. Mobile phone music services faced conflicts with traditional off-line music service providers as the free-downloadable internet music service was introduced. Also, in the case where mobile phone users are unsatisfied with high rates of mobile phone service charges, it is curious whether mobile phone services provide sufficient benefits relative to their costs. The objective of this study is to identify major factors affecting customer’s satisfaction on mobile phone music service, and whether mobile phone services provide sufficient benefits compared to the charges. To do this, six types of music services including mobile phone music service are defined and comparatively analyzed. First, the status of service usage by type and the level of satisfaction with mobile phone music service are measured. Secondly, the satisfaction level of mobile phone services, the customers’ recognition of value added services, the quality of the mobile phone music, and the structural equation between the value and the satisfaction fulfillment of the mobile phone music service are studied. Lastly, the economic efficiency is determined by cost-and-benefit analysis of different types of music services. As a result, the customer satisfaction level of mobile phone music services is relatively higher than the average and the price and quality are the key factors for fulfilling satisfaction. In general, mobile phone music services give sufficient benefits compared to its costs and are assessed as having a much greater economic efficiency than that of the traditional off-line music media.

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