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Acceptance-Diffusion Strategies for Tablet-PCs: Focused on Acceptance Factors of Non-Users and Satisfaction Factors of Users
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- Authors
- You-Jin Kim, Jin-Bo Sim
- Issue Date
- 2012-04
- Citation
- ETRI Journal, v.34, no.2, pp.245-255
- ISSN
- 1225-6463
- Publisher
- 한국전자통신연구원 (ETRI)
- Language
- English
- Type
- Journal Article
- Abstract
- Among emerging devices propelling the growth of mobile devices, smartphones and tablet-PCs are among the most recognizable. In this study, a research model is designed for exploring acceptance-diffusion strategies for tablet-PCs from the viewpoint of consumer perception, which is verified through a survey. The results of this study show that tablet- PCs have great potential to be versatile, multifunctional devices, even though they are currently considered mostly as entertainment-oriented rather than fulfilling the essential needs of everyday life. An analysis of the acceptance model for tablet-PCs revealed that playability, cost level, functionality, and complexity significantly affect user acceptance. An analysis of the diffusion model, on the other hand, showed that playability and user interface have a significant influence on satisfaction, trust, and positive behavioral intention. We also found that cost level is not a major hindrance in the market diffusion of tablet-PCs. The results of this study can be used to establish effective acceptance and diffusion strategies for tablet-PCs and other emerging devices. © 2012 ETRI.
- KSP Keywords
- Acceptance Factors, Acceptance model, Behavioral intention, Diffusion Model, Market diffusion, Mobile devices, User acceptance, User interface(UI), consumer perception, diffusion strategy, emerging device