Korean Management Science Review (경영과학)

The Korean Operations Research and Management Science Society (한국경영과학회)
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A Study on Differentiation Strategy for Tablet PC and e-Book Reader by a Comparative Analysis of Acceptance.Diffusion Factors

태블릿PC와 전자책단말기의 수용.확산 요인 비교분석을 통한 차별화 전략 연구

  • 심진보 (한국전자통신연구원 기술전략연구본부)
  • Received : 2010.11.15
  • Accepted : 2011.02.15
  • Published : 2011.03.31
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Abstract

The mobile industry is the key foundation of digital convergence, and its constant growth is expected. Among mobile industries, new products leading the development of devices are the Emerging Device. This study is conducted to find out factors making differentiated by comparing the structural equation model(SEM) of the Tablet PC and the e-Book Reader. The main findings are as follows. First, the application of TAM to the Emerging Device shows that fitness of the model is generally high but the effect of Perceived Ease of Use has not been verified or found insignificant. Second, the acceptance model of the Tablet PC and the e-Book Reader has found that playfulness stimulates acceptance intentions. Third, the cost level of the Emerging Device acceptance model is not a factor stimulating consumers' acceptance intentions. Fourth, product attributes of the Tablet PC and the e-Book Reader to differentiate themselves from the other device are Functionality and Playfulness respectively.

Keywords

References

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