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학술지 디지털 융합 서비스의 수용, 사용, 확산에 관한 연구 : 혁신 확산에 관한 수용-확산 및 사용-확산의 통합적 접근
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송영화, 임명환, 김승호, Kazuyuki Motohashi
Journal of Information Technology Applications & Management, v.17 no.2, pp.187-205
한국데이타베이스학회 (KDBS)
10MC2800, VMC 기술 개발, 오현서
This study takes a holistic approach to understand the diffusion of IPTV services by combining the adoption-diffusion model and the use-diffusion model of innovation. IPTV service, a leading digital converged application coupling media content with telecommunications, has been recently launched commercially in Korea. We created a structural model of adoption-diffusion, using the perceived ease- of-use and usefulness of TAM(Technology Acceptance Model) as mediating variables, and a structural model of use-diffusion, with the rate of use and the variety of use as mediating variables. To empirically analyze these models, non-users of IPTV were surveyed using the adoption-diffusion model to identify factors influencing their intention to subscribe to the service. Meanwhile, users of IPTV were surveyed using the use-diffusion model to determine the factors that influence their satisfaction with the service and their intention to re-use it. Under the adoption-diffusion model, we found that trialability, household innovativeness and perceived risk were the determinants of user satisfaction with IPTV, and perceived ease-of-use, the mediating factors. Under the use-diffusion model, complementarity and communication were shown to be the determinants of users’ satisfaction with IPTV, and variety of use, the mediating factor. We also found that consumers’ intention to re-use IPTV was strongly influenced by its relative advantage and perceived risk.
KSP 제안 키워드
Diffusion Model, Ease of use, Holistic approach, IPTV services, Relative Advantage, Structural model, User Satisfaction, media content, perceived risk, re-use, technology acceptance model