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논문 기본 정보

자료유형
학술저널
저자정보
송영화 (한국전자통신연구원) 임명환 (한국전자통신연구원) 김승호 (한국산업평가연구원) 元橋一之 (동경대학교)
저널정보
한국데이터전략학회 Journal of Information Technology Applications & Management Journal of Information Technology Applications & Management Vol.17, No.2
발행연도
2010.6
수록면
187 - 205 (19page)

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This study takes a holistic approach to understand 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 telecommunications, has been recently launched commercially in Korea. We created a structural model of adoption-diffusion, using the perceived easeof-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 identify 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 re-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.

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Abstract
1. 연구 목적
2. 선행연구
3. 실증연구 설계
4. 분석 결과
5. 결론
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UCI(KEPA) : I410-ECN-0101-2010-005-002475414