Determinant Factors Including Functional Attributes for Accepting Digital Multimedia Broadcasting Service

기능적 속성을 고려한 DMB 서비스의 채택 결정요인 분석

In this paper we consider the Digital Multimedia Broadcasting (DMB) Service that starts recently in Korea and gains popularity. DMB makes it possible to watch high quality TV programs while we are in motion. The service provider or the service researcher are interested in the factors that influence the user's choice of new service such as DMB. Understanding the factors make them create the powerful marketing strategies and develop the new service or product that is attractive for users. We therefore find the factors influencing the user's choice of DMB service, and propose a model for analyzing the relationship between the factors and the intention of buying. The model is based on the Technology Acceptance Model (TAM). We extend the TAM by adding factors including functional attributes of DMB service. We survey the significant functional attributes influencing the intention of buying by using the proposed model.