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Why Do You Use A Podcast Service? : A UTAUT Model

당신은 왜 팟캐스트 서비스를 사용하는가? : UTAUT 모형

  • Kim, Hyeong-Yeol (Department of Information Security Management, Chungbuk National University) ;
  • Kim, Tae-Sung (Department of Management Information Systems, Graduate Program of Information Security Management, Chungbuk National University)
  • Received : 2016.04.25
  • Accepted : 2016.06.28
  • Published : 2016.06.30

Abstract

This study investigated factors affecting the use intention of podcast service users based on the unified theory of acceptance and use of technology (UTAUT). Performance expectancy, effort expectancy, social influence, facilitating condition, hedonic motivation, innovativeness, and media credibility were used as independent variables in the model. The survey data from the users of the podcast portal 'podbbang' were analyzed with Smart PLS 2.0 to test the structural equation model. The results revealed that the podcast service user's effort expectancy, facilitating condition, hedonic motivation, and media credibility have a significant influence on use intention. However, the relationship between the podcast service user's performance expectancy, social influence, innovativeness, and use intention were not identified as significant.

Keywords

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