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Structural Model Analysis on UHDTV Service Usage: Control Effects of Symbolism

UHDTV서비스 이용에 대한 구조 모형 분석: 상징성 조절효과

  • 정회경 (SMIT(서울미디어대학원대학교) 뉴미디어학부)
  • Received : 2017.05.25
  • Accepted : 2017.07.20
  • Published : 2017.07.28

Abstract

This study was conducted structural model analysis focusing on the factors influencing UHDTV service usage. The perceived quality, innovativeness, price sensitivity are adopted as independent variables and perceived usefulness, perceived easy use are adopted as intervening variables. Especially symbolism used it as a control variable. As a result of the analysis by PLS, the influence coefficient of perceived quality was significantly higher than other variables. However, the combined effect of symbolism and perceived quality has a negative effect on perceived usefulness, and the more the users consider the symbolism of UHDTV usage, the more negative the evaluation of UHD quality and usefulness. With the launch of the terrestrial UHDTV service in May 2017, the most important issue is the production and distribution of high-quality content that users want.

Keywords

UHDTV;Technology Acceptance Model;UHD Content;Symbolism;Intension to Use

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