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Electronics and Telecommunications Research Institute (한국전자통신연구원)
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Acceptance-Diffusion Strategies for Tablet-PCs: Focused on Acceptance Factors of Non-Users and Satisfaction Factors of Users

  • Kim, You-Jin (Technology Strategy Research Laboratory, ETRI) ;
  • Sim, Jin-Bo (Technology Strategy Research Laboratory, ETRI)
  • Received : 2011.04.01
  • Accepted : 2011.12.05
  • Published : 2012.04.04
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Abstract

Among emerging devices propelling the growth of mobile devices, smartphones and tablet-PCs are among the most recognizable. In this study, a research model is designed for exploring acceptance-diffusion strategies for tablet-PCs from the viewpoint of consumer perception, which is verified through a survey. The results of this study show that tablet-PCs have great potential to be versatile, multifunctional devices, even though they are currently considered mostly as entertainment-oriented rather than fulfilling the essential needs of everyday life. An analysis of the acceptance model for tablet-PCs revealed that playability, cost level, functionality, and complexity significantly affect user acceptance. An analysis of the diffusion model, on the other hand, showed that playability and user interface have a significant influence on satisfaction, trust, and positive behavioral intention. We also found that cost level is not a major hindrance in the market diffusion of tablet-PCs. The results of this study can be used to establish effective acceptance and diffusion strategies for tablet-PCs and other emerging devices.

Keywords

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