DOI QR코드

DOI QR Code

User Adoption Model under Service Competitive Market Structure for Next-Generation Media Services

  • 투고 : 2010.03.19
  • 심사 : 2010.07.13
  • 발행 : 2011.02.28

초록

As information technology rapidly develops and the period required to enter new technology shortens, there emerges a wide variety of alternatives for consumers. When there are many alternatives in the market, users choose after making comparisons. This process of making comparisons is our research key. We established a research model to find a mixed effect that comes from new attitudes to technology adoption and alternative's continuous usage intention. The effect is revealed through a relative attractiveness (RA) factor to explain a user's process of comparison. We empirically test our research model in the new media services, such as mobile TV, web TV, and mobile IPTV. According to our research results, a continuous usage intention of an existing technology is an important factor to explain the adoption of a new technology. So, the contribution of our research is in finding a role for the RA factor in research in new technology adoption.

키워드

참고문헌

  1. S.W. Kang, S.S. Cho, and H.Y. Lie, "The Economic Value of Next-Generation Converged Communications and Broadcasting Services," ETRI J., vol. 27, no. 6, Dec. 2005, pp. 759-767. https://doi.org/10.4218/etrij.05.0105.0135
  2. V. Venkatesh and F.D. Davis, "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, vol. 46, no. 2, Feb. 2000, pp. 186-204. https://doi.org/10.1287/mnsc.46.2.186.11926
  3. E.M. Rogers, Diffusion of Innovations, 4th ed., Free Press, New York, 1995.
  4. S.M. Besen and J. Farrell, "Choosing How to Compete: Strategies & Tactics in Standardization," J. Economic Perspectives, vol. 8, no. 2, 1994, pp. 117-131. https://doi.org/10.1257/jep.8.2.117
  5. J. Farrell and G. Saloner, "Standardization, Compatibility, and Innovation," Rand J. Economics, vol. 16, no. 1, 1985, pp. 70-83. https://doi.org/10.2307/2555589
  6. M. Fishbein, I. Ajzen, Belief, Intention and Behavior: An Introduction to Theory and Research, Addison Wesley, 1975.
  7. F.D. Davis, "Perceived Usefulness Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly, vol. 13, no. 3, Sept. 1989, pp. 319-340. https://doi.org/10.2307/249008
  8. E. Karahanna, D.W. Straub, and N.L. Chervany, "Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs," MIS Quarterly, vol. 23, no. 2, Jun. 1999, pp. 183-213. https://doi.org/10.2307/249751
  9. A. Bhattacherjee, "Understanding Information Systems Continuance: An Expectation-Confirmation Model," MIS Quarterly, vol. 25, no. 3, Sept. 2001, pp. 351-370. https://doi.org/10.2307/3250921
  10. K.A. Saeed and S. Abdinnour-Helm, "Examining the Effects of Information System Characteristics and Perceived Usefulness on Post Adoption Usage of Information Systems," Inf. & Management, vol. 45, no. 6, Sept. 2008, pp. 376-386. https://doi.org/10.1016/j.im.2008.06.002
  11. Reuben Hill, Family Development in Three Generations, Cambridge, MA: Schenkman, 1970
  12. J.C. Anderson and J.A. Narus, "A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships," J. Marketing, vol. 48, Fall 1984, pp. 62-74.
  13. J.W. Thibaut and H. Kelly, The Social Psychology of Groups, New York/London/Sydney: John Wiley & Sons, Inc., 1959.
  14. I. Ajzen, "The Theory of Planned Behavior," Organizational Behavior and Human Decision Processes, vol. 50, no. 2, Dec. 1991, pp. 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
  15. R.A. Ping, "The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voice, Loyalty, Opportunism, and Neglect," J. Retailing, vol. 69, no. 3, Fall 1993, pp. 320-352. https://doi.org/10.1016/0022-4359(93)90010-G
  16. J. Hartwick, and H. Barki, "Explaining the Role of User Participation in Information System Use," Management Sci., vol. 40, no. 4, Apr. 1994, pp. 440-465. https://doi.org/10.1287/mnsc.40.4.440
  17. S. Taylor, and P.A. Todd, "Understanding Information Technology Usage: A Test of Competing Models," Inf. Syst. Research, vol. 6, no. 2, June 1995, pp. 144-176 https://doi.org/10.1287/isre.6.2.144
  18. A. Venkatesh, "Computers and Other Interactive Technologies for the Home," Commun. ACM, vol. 39, no. 12, Dec. 1996, pp. 47- 54. https://doi.org/10.1145/240483.240491
  19. M. Parthasarathy and A. Bhattacherjee, "Understanding Post- Adoption Behavior in the Context of Online Services," Inf. Syst. Research, vol. 9, no. 4, Dec. 1998, pp. 362-379. https://doi.org/10.1287/isre.9.4.362
  20. M.A. Jones, D.L. Mothersbaugh, and S.E. Beatty, "Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes," J. Business Research, vol. 55, no. 6, Jun. 2002, pp. 441-450. https://doi.org/10.1016/S0148-2963(00)00168-5
  21. S.H. Kim and S.H. Oh, "Study on the Affecting Factors of Continuous Usage Intention-Customer Value, Satisfaction, Switching Cost, Alternatives' Attractiveness," Marketing Research in Korea, vol. 17, no. 2, 2002, pp. 25-55.
  22. D.E. Gefen, E. Karahanna, D.W. Straub, "Trust and TAM in Online Shopping: An Integrated Model," MIS Quarterly, vol. 27, no. 1, Mar. 2003, pp. 51-90.
  23. C.L. Hsu and H.P. Lu, "Why Do People Play On-line Games? An Extended TAM with Social Influences and Flow Experience," Inf. & Management, vol. 41, no. 7, Sept. 2004, pp. 853-868. https://doi.org/10.1016/j.im.2003.08.014
  24. A. Bhattacherjee and G. Premkumar, "Understanding Changes in Belief and Attitude Toward Information Technology Usage: A Theoretical Model and Longitudinal Test," MIS Quarterly, vol. 28, no. 2, 2004, pp. 229-254.
  25. M.R. Solomon, Customer Behavior: Buying, Having, and Being, Pearson Education International, 6th ed., 2004.
  26. W.W.N. Wan et al., "Customers' Adoption of Banking Channels in Hong Kong," Int. J. Bank Marketing, vol. 23, no. 3, 2005, pp. 255-272. https://doi.org/10.1108/02652320510591711
  27. Y.J. LEE and C.L LEE, "Research on the Switching Cost and Result Variables-Mediator Effect of Service Usage Rate," Marketing Research in Korea, vol. 20, no. 3, 2005, pp. 1-28.
  28. H.H. Chang, "Intelligent Agent's Technology Characteristics Applied to Online Auctions' Task: A Combined Model of TTF and TAM," Technovation, vol. 28, no. 9, Sept. 2008, pp. 564-577. https://doi.org/10.1016/j.technovation.2008.03.006
  29. N N.E. Park, "IPTV Technology Development and Standards," TTA J., no. 122, Mar.-Apr. 2009, pp. 36-39 (in Korean).
  30. G.L. Frazier, "Interorganizational Exchange Behavior in Marketing Channels: A Broadened Perspective," J. Marketing, vol. 47, Fall 1983, pp. 68-78.
  31. F.D. Davis, "User Acceptance of Information Technology: System Characteristics, User Perceptions and Behavioral Impacts," Int. J Man-Machine Study, vol. 38, no. 3, Mar. 1993, pp. 475-487. https://doi.org/10.1006/imms.1993.1022
  32. S. Taylor and P. Todd, "Assessing IT Usage: The Role of Prior Experience," MIS Quarterly, vol. 19, no. 4, Dec. 1995, pp. 561- 570. https://doi.org/10.2307/249633
  33. I.S. Ha, Y.S. Yoon, and M.K. Choi, "Determinants of Adoption of Mobile Games under Mobile Broadband Wireless Access Environment," Inf. & Management, vol. 44, no. 3, Apr. 2007, pp. 276-286. https://doi.org/10.1016/j.im.2007.01.001
  34. H.K. Kim and N.M. Moon, The Strategy and Technology of TCommerce, Sigma Insight, 2002 (in Korean).
  35. J.J. Cronin and S.A. Taylor "Measuring Service Quality: A Reexamination and Extension," J. Marketing, vol. 56, Jul. 1992, pp. 55-68.
  36. Y.H. Shin, H.R. Jeon, and M.K. Choi, "Analysis on the Mobile IPTV Adoption and Moderator Effect Using Extended TAM Model," 4th Int. Conf. NCM, 2008, pp. 220-225.
  37. J.C. Anderson and D.W. Gerbing, Structural Equation Modeling in Practice: A Review and Recommended Two Step Approach, Psychol Bull, 1988.
  38. R. Agarwal and J. Prasad, "A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology," Inf. Syst. Research, vol. 9, no. 2, 1998, pp. 204-215. https://doi.org/10.1287/isre.9.2.204
  39. C. Fornell and D.F. Larcker, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error," J. Market Research, vol. 18, no. 1, 1981, pp. 39-50. https://doi.org/10.2307/3151312
  40. R.P. Bagozzi and Y. Yi, "On the Evaluation of Structural Equation Models," J. Academy Marketing Science, vol. 16, no. 1, 1988, pp. 74-94. https://doi.org/10.1007/BF02723327
  41. M. K. Chang and W. Cheung, "Determinant of the Intention to Use Internet/WWW at Work: A Confirmatory Study," Inf. & Management, vol. 39, no. 1, 2001, pp. 1-14. https://doi.org/10.1016/S0378-7206(01)00075-1
  42. W.W. Chin, "Issues and Opinion on Structural Equation Modeling," MIS Quarterly, vol. 22, no. 1, 1998, pp. 7-16.
  43. S.H. Park, S.H. Jeong, and C.J. Hwang, "Mobile IPTV Expanding the Value of IPTV," 7th Int. Conf. Netw., 2008, pp. 296-301.

피인용 문헌

  1. Acceptance-Diffusion Strategies for Tablet-PCs: Focused on Acceptance Factors of Non-Users and Satisfaction Factors of Users vol.34, pp.2, 2011, https://doi.org/10.4218/etrij.12.0111.0198
  2. INNOVATIVE CONVERGED SERVICE AND ITS ADOPTION, USE AND DIFFUSION: A HOLISTIC APPROACH TO DIFFUSION OF INNOVATIONS, COMBINING ADOPTION-DIFFUSION AND USE-DIFFUSION PARADIGMS vol.13, pp.2, 2011, https://doi.org/10.3846/16111699.2011.620147
  3. An Empirical Analysis on a Predictive Method of Systematic Segmentation in Volatile High-Tech Markets vol.35, pp.2, 2011, https://doi.org/10.4218/etrij.13.0112.0251