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A Study on the Security Problems of Smart TV and Consumer's Purchase Intention

스마트TV의 보안 문제와 소비자의 구매의도에 관한 연구

  • Cho, Sung-Phil (Department of Security Convergence Science, Chungang University) ;
  • Lee, Gi-Hyouk (Department of Security Convergence Science, Chungang University)
  • 조성필 (중앙대학교 융합보안학과) ;
  • 이기혁 (중앙대학교 융합보안학과)
  • Received : 2017.06.13
  • Accepted : 2017.07.07
  • Published : 2017.07.31

Abstract

Smart TV sareequipped with an operating system and combined with internet functionality. They can use various apps and contents, and provide personalized and interactive services. However, the Internet connectivity of smart TVs has several security vulnerabilities that can cause significant personal and social harm. Therefore, it is necessary to develop a smart TV with a higher level of security than is currently available. In this study, we analyze consumers' purchase intention for smart TVs with security reinforcement by applying the UTAUT2 model. The results are as follows. Firstly, it was found that performance expectancy, social influence, facilitating conditions and price value, as important variables under the existing UTAUT2 model, have significant effects on purchase intention. Secondly, effort expectancy did not have a positive impact on purchase intention. Thirdly, there was a moderating effect of gender on social influence. According to the results of this study, social influence has the most powerful effect on the purchase intention of smart TVs with security reinforcement. Therefore, in order to improve the purchase intention of smart TVs, it is necessary to expand the publicity activities designed to promote the necessity and importance of reinforcing the security of smart TVs and make them easier to use.

Keywords

Purchase Intention;Security reinforcement;Smart TV;Smart TV security;UTAUT2

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