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IPTV 홈쇼핑 콘텐츠 시나리오에 관한 연구

IPTV 홈쇼핑 콘텐츠 시나리오에 관한 연구
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A Study on Scenarios for IPTV Home Shopping Contents : With a focus on home shopping broadcasting targeting women in their twenties and thirties
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디자인대학원 디자인학과정보디자인전공
이화여자대학교 디자인대학원
디지털 시대를 맞아, 영상 산업은 새로운 전성시대를 맞이하고 있으며, 다양한 뉴 미디어들이 등장하고 있다. 이런 시대의 흐름에 발맞추어, 홈쇼핑 방송도 인터넷 (Internet), DMB (Digital multimedia Broadcasting) 등 미디어의 특성을 활용한 다양한 방송 서비스를 실시하고 있다. 또한, 아직은 국내 도입 초기 단계이지만 방송과 통신이 융합되어 쌍방향 의사소통이 가능한 미래형 뉴미디어 IPTV(Internet Protocol Television)의 비전이 크게 대두되면서, 홈쇼핑 업체들도 ‘고객과의 쌍방향 유통 채널’ (동아일보, 2007.4.19)에 관심을 보이고 있다. 본 연구에서는 뉴미디어의 수용과 적응 속도가 빠르고 온라인쇼핑의 소비핵심 세력으로 부상하고 있는 20~30대 여성들을 연구 대상으로 선정하여, 이들의 감성 니즈와 온라인 쇼핑문화를 조사 분석하여, IPTV 홈쇼핑 콘텐츠에 관한 시나리오와 디자인을 제안해 보고자 한다. 연구 방법은 20~30대 여성들의 감성과 취향 분석을 위해 설문 조사를 하였고, IPTV 특성을 활용한 홈쇼핑 서비스 콘텐츠의 니즈를 분석하기 위해 FGI (Focus Group Interview)를 실시하였다. 이러한 조사와 분석을 토대로 하여 20~30대 여성들을 위한 IPTV 홈쇼핑 콘텐츠 시나리오와 디자인을 제안하였다. FGI 인터뷰 결과 콘텐츠화 할 수 있는 키워드를 3가지 서비스로 분류하여 시나리오를 작성하였고, 설문 조사를 통한 감성과 취향 분석을 바탕으로 디자인을 제안 하였다. 서비스의 무한한 가능성으로 세계적인 관심이 집중되고 있는 IPTV시대가 다가오고 있는 현시점에서, 홈쇼핑 방송도 IP서비스의 장점을 활용한 IPTV 콘텐츠 서비스 개발에 주력하여야 하며, 본 연구는 온라인 쇼핑의 핵심 소비세력으로 주목 받고있는 20~30대 여성 소비자들을 타겟으로 선정하여 조사하고 분석한 자료들을 토대로 IPTV홈쇼핑 서비스의 콘텐츠를 이끌어 내었다는데 의의가 있다.;In order to examine service contents expected for IPTV home shopping by the female consumers in their twenties and thirties, this study conducted a focus group interview with online shopping enthusiasts and suggested a scenario by identifying service ideas and keywords appropriate for IPTV home shopping contents. In addition, it conducted a survey, identified design concepts so as to understand the emotional needs and taste of the female consumers in their twenties and thirties and to suggest a design for IPTV home shopping broadcasting. The service contents that the female consumers in their twenties and thirties would expect from IPTV home shopping were categorized into Uniquenology, Fun & Futurism, and Infolust, based on which a scenario was created and a design of Vivid & Romantic concept was suggested. As for the first category of contents, Uniqueology (unique+technology) a 1:1 customized service scenario for individual customers was created based on the life needs. The service provided a professional counseling session for future brides in preparation of a wedding. As for the second category of contents, Fun & Futurism, a scenario was composed of the contents to allow for virtual shopping experiences via a character based on the entertainment needs. And as for the third and last category of contents, Infolust (information+lust), a scenario took advantage of the strengths of IP service, which include real-time quick search for diverse information as well as TV viewing, to meet the information needs of busy modern people based on the information needs. A design of Vivid & Romantic concept was also suggested for each content category. It’s hard to say that the scenarios for IPTV home shopping contents suggested in the study will satisfy the overall needs of the women in their twenties and thirties. It’s also noticeable that an understanding of more professional IPTV technology should be accompanied in order to suggest a service expected for IPTV and put it to commercial uses. In future study, they need to investigate and analyze the contents of IPTV home shopping in a more comprehensive and thorough manner. Since IPTV service is still in its early stage going through a transitional period, the significance of the study can be found in that it created scenarios and broadcasting designs for IPTV home shopping contents based on the research and analysis results of the female consumers in their twenties and thirties who have been attracting much attention as one of the core consumer groups.
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