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논문 기본 정보

자료유형
학술저널
저자정보
황상현 (동의대학교) 이준호 (동의대학교) Ying Hu (China West Normal University)
저널정보
아태인문사회융합기술교류학회 아시아태평양융합연구교류논문지 아시아태평양융합연구교류논문지 제7권 제12호
발행연도
2021.12
수록면
67 - 77 (11page)
DOI
http://dx.doi.org/10.47116/apjcri.2021.12.07

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The purpose of this study is to analyze how theoretically suggested adoption factors have influenced the adoption of smart media (or devices) among Chinese users. More specifically, the study empirically explores relationships between new technology adoption factors: (individual characteristics, perceived attributes of smart devices, mass media usage) and smart media adoption. An online survey using Sojump, a Chinese online research platform, was conducted on a sample of 428 respondents of whom 139(32.5%) were male and 289(67.5%) were female. After a series of regression analyses, the following results were found. First, demographic characteristics and especially the characteristic of income, were significant predictors of subsequent media adoption. Second, whether the subject had an adventurous personality, their attitude toward social change, and the type of communication channels they used were all influential factors that shaped subsequent media adoption. Third, the perceived relative advantage and complexity of media platform affected both the adoption level and the intention of the subjects. Fourth, as the amount of television viewed by each subject increased so too did the adoption level and adoption intention. In conclusion, these results partially support previous theoretical assumptions but more importantly, they provide media practitioners, smart media producers, and marketers with extended, advanced, and meaningful insights and ideas that will help in understanding Chinese smart media users and to increase the future adoption level.

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