Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지

A Study on the Acceptance of Convergence System of Broadcasting, and Telecommunication, and Their Relative Efficiency Focusing on IPFV

방송과 통신 융합시스템의 수용 및 상대적 효능에 관한 연구: IPTV를 중심으로

  • Published : 2009.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

Advances in technology have resulted in the emergence of new information systems. The convergence of IT and manufacturing sectors has blurred the boundaries among industries. Also, such convergence has become established as a paradigm to build a new area. Especially the convergence of broadcasting and telecommunication, notably in the case of IPTV (Internet Protocol Television), is among the most salient examples of its kind in recent years as a major case of disruptive technology innovation. Despite its much fanfare, such convergence, however, has not fulfilled the expectation; it has not produced positive economic effects while negatively affecting the growth of IPIV. Stakeholders in and around IPIV including telecommunication companies, broadcasting corporations, and government bodies wish to gain control of IPTV under their wings. IPTV has drifted in the midst of conflicts among the stakeholders in and around IPTV, particularly telecommunication and broadcasting organizations in a broad sense. Our empirical research intends to deal with how audiences accept IPTV and how firms provide IPTV services to utilize their resources. Three research questions in this paper include, first, whether Technology Acceptance Model (TAM) can sufficiently explain the acceptance of IPTV as an information system. The second question concerns with empirically testing the playful aspect of IPTV to increase its audience acceptance. Last, but not least, this paper deals with how firms can efficiently and effectively allocate their limited resources to increase IPTV viewers. To answer those three main questions of our study, we collect data from 197 current subscribers of high speed internet service and/or cable/satellite television. Empirical results show that 'perceived usefulness (PU) $\rightarrow$ Intention to use' and 'perceived ease of use (PEU) $\rightarrow$ Intention to use' are significant. Also, 'perceived ease of use' is significantly related to 'perceived usefulness.' Perceived ease of handling IPTV without much effort can positively influence the perceived value of IPTV. In this regard, engineers and designers of IPTV should pay more attention to the user-friendly interface of IPTV. In addition, 'perceived playfulness (PP)' of IPTV is positively related to 'intention to use'. Flow, fun and entertainment have recently gained greater attention in the research concerned with information systems. Such attention is due to the changing features of information systems in recent years that combine the functional and leisure attributes. These results give practical implications to the design of IPTV that reflects not just leisure but also functional elements. This paper also investigates the relationship between 'perceived ease of use (PEU)' and 'perceived playfulness (PP).' PEU is positively related to pp. Audiences without fear can be attracted more easily to the user-friendly IPTV, thereby perceiving the fun and entertainment with ease. Practical implications from this finding are that, to attract more interest and involvement from the audience, IPTV needs to be designed with similar or even more user friendly interface. Of the factors related to 'intention to use', 'perceived usefulness (PU)' and 'perceived ease of use (PEU)' have greater impacts than 'perceived playfulness (PP).' Between PU and PEU, their impacts on 'intention to use' are not significantly different statistically. Managerial implications of this finding are that firms in preparation for the launch of IPTV service should prioritize the functions and interface of IPTV. This empirical paper also provides further insight into the ways in which firms can strategically allocate their limited resources so as to appeal to viewers, both current and potential, of IPTV.

Keywords

References

  1. Agarwal, R. and Prasad, J., "Are individual differences germane to the acceptance of new information technologies?," Decision Sciences, Vol. 30, No. 2, 1999, pp. 361-391 https://doi.org/10.1111/j.1540-5915.1999.tb01614.x
  2. Ahn T., Ryu S. and Han I., "The impact of Web quality and playfulness on user acceptance of online retailing," Information and Management, Vol. 44. No. 3, 2007, pp. 263-275 https://doi.org/10.1016/j.im.2006.12.008
  3. Arbuckle, J.L., Amos 7.0 User's Guide, SPSS, Chicago, IL: SPSS, Inc., 2006
  4. Bentler, P.M., and Bonett, D.G. "Significance tests and goodness-of-fit in the analysis of covariance structure," Psychological Bulletin, Vol. 88, No. 3, 1980, pp. 588-606 https://doi.org/10.1037/0033-2909.88.3.588
  5. Burbridge, C., "IPTV-The dependencies for success Internet protocol television and regulation IPTV: The dependencies for success," computer law and security report, Vol. 22, No. 5, 2006, pp. 409-412 https://doi.org/10.1016/j.clsr.2006.07.008
  6. Chen, L.D., Gillenson, M.L. and Sherrell, D.L., "Enticing online consumers: an extended technology acceptance perspective," Information and Management, Vol. 39, No. 8, 2002, pp. 705-719 https://doi.org/10.1016/S0378-7206(01)00127-6
  7. Chin, W.W., "Issues and Opinion on Structural equation Modeling", MTS Quarterly, Vol. 22, No. 1, 1998, pp. 7-16
  8. Chung, Hoon, "The Rate Tendency of IPTV," Telecommunications Policy Review, Vol. 18, No. 20, 2006, pp. 39-42
  9. Csikszentmihalyi, M., Beyond Boredom and Anxiety, second printing, San Francisco, CA, Jossey-Bass, 1977
  10. Csikszentmihalyi, M., Flow: The Psychology of Optimal Experience, New York, Harper and Row, 1990
  11. Davis, F.D., "User Acceptance of Information Technology: System Characteristics, User Perceptions and Behavioral I-mpacts," International Journal of Man Machine Stu- dies, Vol. 38, No. 3, 1993, pp. 475-487 https://doi.org/10.1006/imms.1993.1022
  12. Davis, F.D., "A Technology Acceptance Model for Empirically Testing New End User Information Systems: Theory and Results," Doctoral Dissertation, Sloan School of Management, Massachusetts Institute of Technology, 1986
  13. Deng, X., Doll, W.J., Hendrickson, A.R. and Scazzero, J.A., "A multi-group analysis of structural invariance: an illustration using the technology acceptance model," Information and Management, Vol. 42, No. 5, 2005, pp. 745-759 https://doi.org/10.1016/j.im.2004.08.001
  14. Falk, R. F. and Miller N. A Primer For Soft Modeling, The University of Akron Press: Akron, OH, 1992
  15. Fornell, C and Larcker. D.F., "Structural Equation Models With Unobservable variables and Measurement Errors," Journal of Marketing Research, Vol. 18, No. 2, 1981, pp. 39-50 https://doi.org/10.2307/3151312
  16. Frieden, R. "Adjusting the Horizontal and Vertical in Telecommunications Regulation: A Comparison of the Traditional and a New Layered Approach," Federal Communications Law Journal Vol. 55, No. 2, 2003, pp. 207-250
  17. Han, Kwang Hyun, and Kim, Tae Ung Kim, "A Model of User Adoption of Mobile Games," The Journal of MIS Research, Vol. 16, No. 2, 2006, pp. 123-142
  18. Hong, W., Thong, J.Y.L., Wong, W., and Tam, K., "Determinants of user acceptance of digital libraries: an empirical examination of individual differences and system characteristics," Journal of Management Information Systems, Vol. 18, No. 3, 2001, pp. 97-124
  19. Hsu, C L. and Lu, H.P., "Why do people play on-line games? An extended TAM with social influences and flow experience," Information and Management, Vol. 41, No. 7, 2004, pp. 853-868 https://doi.org/10.1016/j.im.2003.08.014
  20. Hur, W.M., Woo, J., and Jeong, E.P., "The lnfluence of Corporate Image on the Consumer ldentification, Brand Familiarity, and New Product Evaluation," Journal of Advertising, Autumn, 2007, pp. 143-171
  21. Igbaria, M., Zinatelli, N., Cragg, P. and Cavaye, A.L.M., "Personal Computing Acceptance Factors in Small Firms: A Structural Equation Model," MIS Quarterly, Vol. 21, No. 3, 1997, pp. 279-305 https://doi.org/10.2307/249498
  22. ITU, IPTV Focus Group, Second Meeting of the FG IPTV: Busan, Republic of Korea, 2006, http://www.itu.int/md/T05-SG17- 061206-TD-PLEN-0200
  23. Jackson, C.M. and Chow, S., "Toward an understanding of the behavioral intention to use an information system," Decision Sciences, Vol. 28, No. 2, 1997, pp. 357-389 https://doi.org/10.1111/j.1540-5915.1997.tb01315.x
  24. Kang, J.W. and Lee, S.W., "An Inquiry into Convergence Services and Regulation: As Applied to IPTV(Intemet Protocol Television)," Korean Journal of Broadcasting, Vol. 20, No. 2, 2006, pp. 7-43
  25. Kang J.W., and Lee, S.W., "A User's Adoption of IPTV under a Preannouncing Circumstance- Predictors to Affect IPTV Adoption and Characteristics of Potential Innovators," Korean Journal of Broadcasting, Vol. 21, No. 3, 2007, pp. 7-46
  26. Karahanna, E., Agarwal, R. and Angst, C.M., "Reconceptualizing compatibility beliefs in technology acceptance research," MIS Quarterly, Vol. 30, No. 4, 2006, pp. 781-804 https://doi.org/10.2307/25148754
  27. Kim, B.Y., Kang, M.C., and Lee, S.G, "The Effect of Cognitive Absorption on the Individual Intention of Technology Acceptance: An Empirical Study on the MP3 Player," The Journal of MIS Research, Vol. 16, No. 1, 2006, pp. 45-69
  28. Koufaris, M. "Applying the technology acceptance model and flow theory to online consumer behavior," Information Systems Research, Vol. 13, No. 2, 2002, pp. 205-223 https://doi.org/10.1287/isre.13.2.205.83
  29. Moon, J.W. and Kim, Y.G. "Extending the TAM for a world-wide-web context," Information and Management, Vol. 38, No. 4, 2001, pp. 217-230 https://doi.org/10.1016/S0378-7206(00)00061-6
  30. Myers, W., "Planning the revolution in software," IEEE, Software，Vol. 2, No. 6, 1985, pp. 68-73
  31. Lee, S.G., "An Empirical Study on Mobile Technology Adoption based on the Technology Acceptance Model and Theory of Planned Behavior," Information Systems Review, Vol. 7, No. 2, 2005, pp. 61-84
  32. Lee, W.K. and Lee, S.H., "Playfulness, Usefulness and Social Influence in Using Information Technology: Focus on Using Minihompy," The Journal of MIS Research, Vol. 15, No. 3, 2005, pp. 91-109
  33. Novak, T.P., Hoffman, D.L. and Yung, Y.F., "Measuring the customer experience in online environments: a structural modeling approach," Marketing Science, Vol. 19, No. 1, 2000, pp. 22-42 https://doi.org/10.1287/mksc.19.1.22.15184
  34. Park, Y.S. and Lee, S.I., "Integrating Consumer Resistance into the Technology Acceptance Model(TAM) and Applying to the Mobile Intemet Service," Korean Management Review, Vol. 36, No. 7, 2007, pp. 1811-1841
  35. Plouffe，C.R., Hulland, J.S., and Vandenbosch, M., "Richness versus parsimony in modeling technology adoption decisionsunderstanding merchant adoption of a smart card-based payment system," Information Systems Research, Vol. 12, No. 2, 2001, pp. 208-222 https://doi.org/10.1287/isre.12.2.208.9697
  36. Rai, A., Lang, S.S. and Welker, R.B., "Assessing the validity of IS success models: an empirical test and theoretical analysis," Information Systems Research, Vol. 13, No. 1, 2002, pp. 50-69 https://doi.org/10.1287/isre.13.1.50.96
  37. Rhee, S.K., "Layers Division for Horizontal Regulation," Journal of Cybercommunication, Vol. 24, 2007, pp. 313-344
  38. Shin, D., "Potential user factors driving adoption of IPTV. What are customers expecting from IPTV?," Technological Forecasting and Social Change, Vol. 74, No. 8, 2007, pp. 1446-1464 https://doi.org/10.1016/j.techfore.2006.05.007
  39. Son, C.M. and Kim, Y.M., "The Present Condition and Development Direction of IPTV Set-top Box," Korea Information Processing Society Review, 2007, pp. 81-87
  40. Szajna, B., "Empirical evaluation of the revised technology acceptance model," Management Science, Vol. 42, No. 1, 1996, pp. 85-92 https://doi.org/10.1287/mnsc.42.1.85
  41. Taylor, S. and Todd, P.A., "Understanding information technology usage: a test of competing models," Information Systems Research, Vol. 6, No. 2, 1995, pp. 144-176 https://doi.org/10.1287/isre.6.2.144
  42. Teo, T.S.H., Lim, V.K.G. and Lai, R.Y.C., "Intrinsic and extrinsic motivation in internet usage," Omega International Journal of Management Science, Vol. 27, No. 1, 1999, pp. 25-37 https://doi.org/10.1016/S0305-0483(98)00028-0
  43. Venkatesh, V. and Davis, F.D., "A theoretical extension of the technology acceptance model: four longitudinal field studies," Management Science, Vol. 46, No. 2, 2000, pp. 186-204 https://doi.org/10.1287/mnsc.46.2.186.11926
  44. Venkatesh, V. and Morris, M.G., "Why don't men ever stop to ask for directions? Gender, social influence, and their role in tcchnology acceptancc and usage behavior," MIS Quarterly, Vol. 24, No. 1, 2000, pp. 115-139 https://doi.org/10.2307/3250981
  45. Wang, Y.S., Lin, H.H. and Luarn, P., "Predicting consumer intention to use mobìle service," Information Systems Journal, Vol. 16, No. 2, 2006, pp. 157-179 https://doi.org/10.1111/j.1365-2575.2006.00213.x
  46. Yoo, S.J., Kim, H.J. and Tang, H.L., "A Study on the Factors Affecting the Acceptance Intention for Mobile Ads," Information Systems Review, Vol. 9, No. 1, 2007, pp. 1-22