한국데이타베이스학회:학술대회논문집 (Proceedings of the Korea Database Society Conference)
- 한국데이타베이스학회 2010년도 춘계국제학술대회
- /
- Pages.165-180
- /
- 2010
디지털융합서비스의 수용, 사용, 확산에 관한 연구: 혁신확산에 관한 수용-확산 및 사용-확산의 통합적 접근
Innovative Converged Service and It's Adoption, Use and Diffusion: A Holistic Approach to Diffusion of Innovations, Combining Adoption-Diffusion and Use Diffusion Paradigms
-
Song, Yeong-Hwa
(ETRI) ;
-
Im, Myeong-Hwan
(ETRI) ;
- Motohashi, Kazuyuki ;
- Kim, Seung-Ho
- 발행 : 2010.06.05
초록
This study takes a holistic approach to understanding the diffusion of IPTV services by combining the adoption-diffusion model and the use-diffusion model of innovation. IPTV service, a leading Digital converged application coupling media content with telecom, has been recently launched commercially in Korea. We created a structural model of adoption-diffusion, using the perceived ease-of-use and usefulness of TAM(Technology Acceptance Model) as mediating variables, and a structural model of use-diffusion, with the rate of use and the variety of use as mediating variables. To empirically analyze these models, non-users of IPTV were surveyed using the adoption-diffusion model to identity factors influencing their intention to subscribe to the service. Meanwhile, users of IPTV were surveyed using the use-diffusion model to determine the factors that influence their satisfaction with the service and their intention to fe-use it. Under the adoption-diffusion model, we found that trialability, household innovativeness and perceived risk were the determinants of user satisfaction with IPTV, and perceived ease-of-use, the mediating factors. Under the use-diffusion model, complementarity and communication were shown to be the determinants of users' satisfaction with IPTV, and variety of use, the mediating factor. We also found that consumers' intention to re-use IPTV was strongly influenced by its relative advantage and perceived risk.