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학술지 User Adoption Model under Service Competitive Market Structure for Next-Generation Media Services
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저자
전효리, 신용희, 최문기, Jae Jeung Rho, 김명숙
발행일
201102
출처
ETRI Journal, v.33 no.1, pp.110-120
ISSN
1225-6463
출판사
한국전자통신연구원 (ETRI)
DOI
https://dx.doi.org/10.4218/etrij.11.0110.0160
협약과제
09ZH1300, ETRI 연구역량 강화를 위한 R&D체계 구축 및 Seed형 기술개발을 위한 창의형 연구 사업, 현창희
초록
As information technology rapidly develops and the period required to enter new technology shortens, there emerges a wide variety of alternatives for consumers. When there are many alternatives in the market, users choose after making comparisons. This process of making comparisons is our research key. We established a research model to find a mixed effect that comes from new attitudes to technology adoption and alternative's continuous usage intention. The effect is revealed through a relative attractiveness (RA) factor to explain a user's process of comparison. We empirically test our research model in the new media services, such as mobile TV, web TV, and mobile IPTV. According to our research results, a continuous usage intention of an existing technology is an important factor to explain the adoption of a new technology. So, the contribution of our research is in finding a role for the RA factor in research in new technology adoption. © 2011 ETRI.
키워드
Continuous usage intention, DMB, Extended technology adoption model, Mobile IPTV, Mobile TV, Web TV
KSP 제안 키워드
Continuous usage, Information Technology, Market structure, Mobile TV, New technology adoption, Next-generation, Technology adoption model(TAM), Usage intention, competitive market, mobile IPTV, new media