상세정보
학술지
User Adoption Model under Service Competitive Market Structure for Next-Generation Media Services
- 발행일
- 201102
- 출처
- ETRI Journal, v.33 no.1, pp.110-120
- ISSN
- 1225-6463
- 출판사
- 한국전자통신연구원 (ETRI)
- 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.
- KSP 제안 키워드
- Adoption Model, Continuous usage, Information Technology, Market structure, Mobile TV, New technology adoption, Next-generation, Usage intention, competitive market, mobile IPTV, new media