한국전자통신학회논문지 (The Journal of the Korea institute of electronic communication sciences)

한국전자통신학회 (Korea Institute of Electronic Communication Science)
권호 표지
DOI QR코드

DOI QR Code

소셜TV 혁신저항 결정요인과 이용의도의 관계

Relationship between the determinant factors of social TV resistance to innovation and intention to use

  • 박진우 (광운대학교 미디어연구소)
  • 투고 : 2016.08.04
  • 심사 : 2016.08.24
  • 발행 : 2016.08.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

본 연구는 대학생들을 대상으로 소셜TV 혁신저항 결정요인과 이용의도의 관계를 살펴보았다. 주요 결과를 제시하면 다음과 같다. 첫째, 소셜TV 이용에 대한 적합성과 시험가능성, 관찰가능성은 혁신저항에 통계적으로 유의한 부적 영향을 미치는 것으로 나타난 반면에 복잡성은 혁신저항에 통계적으로 유의한 정적 영향을 미치는 것으로 나타났다. 둘째, 소셜TV 이용에 대한 적합성, 복잡성, 시험가능성, 관찰가능성 중 관찰가능성만이 이용의도에 통계적으로 유의한 정적 영향을 미치는 것으로 나타났다. 셋째, 소셜TV에 대한 혁신저항은 이용의도에 통계적으로 유의한 부적 영향을 미치는 것으로 나타났다.

The purpose of this study was to examine the relationship between the determinant factors of social TV resistance to innovation and intention to use focused on college students. The results were as follows. First, complexity, trialability and observability among the determinant factors of social TV usage influenced positively on resistance to innovation of social TV, and complexity influenced negatively on resistance to innovation of social TV. Second, only observability among the determinant factors of social TV usage influenced positively on intention to use. Third, resistance to innovation of social TV usage influenced negatively on intention to use.

키워드

참고문헌

  1. H. Shim and K. Hou, "Study on the difference of motivation, behavior and watching intention of social TV between TV-SNS user group," Broadcasting & Communication, vol. 15, no. 1, 2014, pp. 5-49.
  2. S. Yun, "A study of integrative adoption model regarding social TV," J. of Communication Science, vol. 16, no. 2, 2016, pp. 145-183. https://doi.org/10.14696/jcs.2016.06.16.2.145
  3. M. Lochrie and P. Coulton, "Mobile phones as second screen for TV, enabling inter-audience interaction," The 8th Int. Conf. on Advances in Computer Entertainment Technology, 2011.
  4. J. Kang, H. Shim, and I. Yhin, "The current condition and development of social TV," Broadcasting Research Report, 2012, pp. 1-89.
  5. D. Shin and H. Kim, "Analysis on social viewing in social TV," J. of the Korea Contents Association, vol. 14, no. 12, 2014, pp. 112-122. https://doi.org/10.5392/JKCA.2014.14.10.112
  6. H. Kee, S. Lee, and B. Chang, "Factors affecting the resistance of DTV adoption," J. of Broadcasting Research, vol.80, 2012, pp. 78-111.
  7. D. Sung, "Study on perceived usefulness and perceived risk of mid-program ads affecting to intention to allow mid-program ads," Korean J. of Journalism and Communication Studies, vol. 53, no. 6, 2009, pp. 379-404.
  8. M. Kleijnen, N. Lee, and M. Wetzels, "An exploration of consumer resistance to innovation and its antecedents," J. of Economic Psychology, vol. 30, 2009, pp. 1-14. https://doi.org/10.1016/j.joep.2008.10.003
  9. J. Nheth, "Psychology of innovation resistance: The less developed concept in diffusion research," Research in Marketing, vol. 4, 1981, pp. 273-282.
  10. I. Kim and W. Park, "The influence of users' perception of digital convergence media upon use intention," J. of the Korea Institute of Electronic Communication Science, vol. 6, no. 3, 2011, pp. 363-369.
  11. G. Kim and W. Park, "A study on the use intention of broadcasting digital switchover," J. of the Korea Institute of Electronic Communication Science, vol. 7, no. 3, 2012, pp. 507-513. https://doi.org/10.13067/JKIECS.2012.7.3.507
  12. B. Park, "Integrative adoption model of new media," Korean J. of Journalism & Communication Studies, vol. 88, no. 5, 2011, pp. 448-479.
  13. E. Rogers, Diffusion of innovation (5th ed.), New York: Free Press, 2003.
  14. S. Ram, "A model of innovation resistance," Advances in Consumer Research, vol. 14, 1987, pp. 208-222.
  15. S. Ram and J. Sheth, "Consumer resistance to innovation: The marketing problem and its solutions," J. of Consumer Marketing, vol. 6, 1989, pp. 5-14.
  16. G. Zaltman and M. Wallendorf, Consumer behavior: Basic findings and management implications, New York: John Wiley & Sons, 1983.
  17. H. Lee and D. Chung, "Difference in interactivity, flow, mood, attitude, and intention according to smartphone game sensor," Korean J. of Broadcasting and Telecommunication Studies, vol. 26, no. 1, 2012, pp. 126-166.
  18. J. Park, "A study on the acceptance of communication for people through smartphone," J. of the Korea Institute of Electronic Communication Science, vol. 6, no. 4, 2011, 465-471.