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태블릿 PC와 전자책 단말기의 수용·확산 요인 비교 분석을 통한 차별화 전략 연구
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- 저자
- 심진보
- 발행일
- 201103
- 출처
- 경영과학, v.28 no.1, pp.25-42
- ISSN
- 1225-1100
- 출판사
- 한국경영과학회 (KORMS)
- 협약과제
- 10ZE1100, ETRI 연구역량 강화를 위한 R&D체계 구축 및 Seed형 기술개발을 위한 창의형 연구 사업, 현창희
- 초록
- The mobile industry is the key foundation of digital convergence, and its constant growth is expected. Among mobile industries, new products leading the development of devices are the Emerging Device. This study is conducted to find out factors making differentiated by comparing the structural equation model(SEM) of the Tablet PC and the e-Book Reader. The main findings are as follows. First, the application of TAM to the Emerging Device shows that fitness of the model is generally high but the effect of Perceived Ease of Use has not been verified or found insignificant. Second, the acceptance model of the Tablet PC and the e-Book Reader has found that playfulness stimulates acceptance intentions. Third, the cost level of the Emerging Device acceptance model is not a factor stimulating consumers’ acceptance intentions. Fourth, product attributes of the Tablet PC and the e-Book Reader to differentiate themselves from the other device are Functionality and Playfulness respectively.
- KSP 제안 키워드
- Acceptance model, Digital Convergence, E-book reader, Perceived Ease of use, Product Attributes, Tablet PC, emerging device, mobile industry, structural equation model