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Journal Article User Adoption Model under Service Competitive Market Structure for Next-Generation Media Services
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Authors
Hyori Jeon, Yonghee Shin, Munkee Choi, Jae Jeung Rho, Myung Seuk Kim
Issue Date
2011-02
Citation
ETRI Journal, v.33, no.1, pp.110-120
ISSN
1225-6463
Publisher
한국전자통신연구원 (ETRI)
Language
English
Type
Journal Article
DOI
https://dx.doi.org/10.4218/etrij.11.0110.0160
Project Code
09ZH1300, A Creative Research on ETRI R&DB System and Seed Project for enhancing ETRI Capability, Hyun Tchang Hee
Abstract
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.
KSP Keywords
Adoption Model, Continuous usage, Information Technology, Market structure, Mobile TV, New technology adoption, Next-generation, Usage intention, competitive market, mobile IPTV, new media