Journal of Information Technology Applications and Management

Korea Data Strategy Society (한국데이터전략학회)
권호 표지
DOI QR코드

DOI QR Code

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
Download PDF
⟨ Previous Next ⟩

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

References

  1. Agarwal, R. and Prasad, J., "A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology", Information Systems Research, Vol. 9, No. 2, 1998, pp. 204-215. https://doi.org/10.1287/isre.9.2.204
  2. Baek, M.-R., Choi, H.-H., Kim, Y.-M., and Lee, H.-Y., "Intention to Use NFC Healthcare Service based on the Unified theory of Acceptance and Use of Technology-Focused on doctors and employees", Health Service Management Review, Vol. 8, No. 2, 2014, pp. 9-19. https://doi.org/10.18014/hsmr.2014.8.2.9
  3. Barners, L., Podcasting for Profit, Maximum Press, 2007.
  4. Ban, H., "Experimental Study of User Credibility on Internet News Media", Korean Journal of Broadcasting and Telecommunication Studies, Vol. 17, No. 2, 2003, pp. 207-231.
  5. Brown, S. A. and Venkatesh, V., "Model of Adoption of Technology in the Household :A Baseline Model Test and Extension Incorporating Household Life Cycle", MIS Quarterly, Vol. 29, No. 4, 2005, pp. 399-426. https://doi.org/10.2307/25148690
  6. Byun, S.-H., "Interaction Effect of Usage of Political Pod-casts and Political Orientation on Usages of TV, Newspaper, and Internet?", Korean Journal of Journalism and Communication Studies, Vol. 58, No. 6, 2014, pp. 90-118.
  7. Chang, J.-H., Ha, J.-Y., and Kim, S.-H., "Credibility of the Internet as a Source of Political Information : A Survey Analysis the 2012 Korean Presidential Election Campaign Period", Korean Journal of Journalism and Communication Studies, Vol. 58, No. 4, 2014, pp. 96-128.
  8. Chin, W. W., "The Partial Least Squares Approach to Structural Equation Modeling", Modern Methods for Business Research, 1998, pp. 295-336.
  9. Chin, W. W. and Gopal, A., "Adoption Intention in GSS : Importance of Beliefs", ACM SIGMIS Database, Vol. 26, No. 2-3, 1995, pp. 42-64. https://doi.org/10.1145/217278.217285
  10. Choi, J.-H., "Utilizing Podcasts for Undergraduate Public Relations Education : A Case Study", Korea Science and Art Forum, Vol. 19, 2015, pp. 702-717.
  11. Davis, F. D., Bagozzi, R. P., and Warshaw, P. R., "User Acceptance of Computer Technology : A Comparison of Two Theoretical Models", Management Science, Vol. 35, No. 8, 1989, pp. 982-1003. https://doi.org/10.1287/mnsc.35.8.982
  12. Edison Research, The Infinite Dial, 2015.
  13. Falk, R. F. and Miller, N. B., A Primer for Soft Modeling, Ohio : University of Akron Press, 1992.
  14. Fornell, C. and Larcker, D., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error", Journal of Marketing Research, Vol. 18, No. 1, 1981, pp. 39-50. https://doi.org/10.2307/3151312
  15. Hammersley, B., Audio Revolution, The Guardian, 2004.
  16. Han, E.-K. and Lim, S.-H., "A Study of Influence on Social Media Credibility and Mediation Effect of Advertising Credibility on Social Media", Advertising Research, Vol. 92, 2012, pp. 7-29.
  17. Hong, S.-Y. and Cho, S.-H., "Explore to Use of Pod cast Through Theory of Planned Behavior : The Case of Korean Pod casting Users", Journal of Digital Convergence, Vol. 11, No. 2, 2013, pp. 183-191. https://doi.org/10.14400/JDPM.2013.11.2.183
  18. Jeong, O.-R., "Social Network based Podcast Search System", Journal of Korean Society for Internet Information, Vol. 14, No. 2, 2013, pp. 35-43.
  19. Johnson, T. J. and Kaye, B. K., "Cruising is believing? : Comparing Internet and Traditional Sources on Media Credibility Measures", Journalism and Mass Communication Quarterly, Vol. 75, No. 2, 1998, pp. 325-340. https://doi.org/10.1177/107769909807500208
  20. Kim, B.-H. and Yun, M.-K., "Customer Acceptance and usage Behavior for Airline e-Services by using UTAUT Model", Journal of Tourism and Leisure Research, Vol. 23, No. 6, 2011, pp. 471-491.
  21. Kim, J.-R., Park, H., and Kim, H.-N., "PR Practitioners' Perception on Social Media Usage and Adoption in Crisis Communication Applying UTAUT Model", The Korean Journal of Advertising, Vol. 25, No. 5, 2014, pp. 181-206. https://doi.org/10.14377/KJA.2014.7.15.181
  22. Kwon, O.-S., Son, N.-K., Oh, S.-N., Lee, E.-S., and Cho, M.-K., "A Case Study of Spreading Liberal Education Using the Podcast", The Korean Association of General Education, 2015, pp. 233-241.
  23. Kwon, S.-D., "Exploring a Way to Overcome Multicollinearity Problems by Using Hierarchical Construct Model in Structural Equation Model", Journal of Information Technology Applications and Management, Vol. 22, No. 2, 2015, pp. 149-169. https://doi.org/10.21219/JITAM.2015.22.2.149
  24. Lee, D.-H. and Hwang, S.-W., "The Usage Motivation of Political Pod-cast and its Influence in On-and Offline Political Participation : Based on the Survey of 2040 Users in Seoul", Media, Gender and Culture, Vol. 26, 2013, pp. 141-175.
  25. Lee, D.-M., Lim, G.-H. and Jung, S.-H., "A Comparative Analysis on the Usage of Internet Banking Users in Korea and China :Based on the UTAUT Theory", The Journal of Information Systems, Vol. 19, No. 4, 2010, pp. 111-136. https://doi.org/10.5859/KAIS.2010.19.4.111
  26. Lee, H.-T., Huh, J.-H., Jung, J.-B., and Kim, K.-H., "A Study on the Influence of Product Attributes of Smart Device on User Acceptance : Mediating Effect of Utilitarian and Hedonic Motivation", Journal of the Korea Contents Association, Vol. 15, No. 4, 2015, pp. 454-468. https://doi.org/10.5392/JKCA.2015.15.04.454
  27. Lee, G.-W. and Park, S.-W., "A Case Study on the Podcast Utilization in Publishing Industry", Academic Association of Global Cultural Contents, Vol. 19, 2015, pp. 147-165.
  28. Lee, J.-K. and Keum, H.-S., "A Study on Determining Factor of the Use Intention of Podcast Using Integrated Model(IMTBPT)", Social Science Research Review, Vol. 29, No. 2, 2013, pp. 217-245.
  29. Lee, J.-N. and Na. E.-Y., "The Influence of Motivation for Using Smart Phone Applications and Innovativeness/Compatibility on Application Use and Substitution for Other Media/Living Equipments", Korean Journal of Journalism and Communication Studies, Vol. 56, No. 5, 2012, pp. 5-35.
  30. Lee, M.-B., "Influence of the Innovativeness on the Use Intention in SNS : Focused on UTAUT", Korea Industrial Information Systems Society, Vol. 17, No. 7, 2012, pp. 177-186. https://doi.org/10.9723/jksiis.2012.17.7.177
  31. Lee, S.-Y. and Jun, B.-S., "Factors in Discriminating SNS Users in Korea", Informatization Policy, Vol. 19, No. 4, 2012, pp. 46-62.
  32. McKean, E., The New Oxford American Dictionary, New York : Oxford University Press, 2005.
  33. Min, Y., "The Intertwining of News and Entertainment : The Effects of Political Podcasts in the 2012 Korean Presidential Election", Korean Journal of Journalism and Communication Studies, Vol. 58, No. 5, 2014, pp. 70-96.
  34. Min, Y., "Political Satire and Participatory Citizenship-Effects of Political Podcasts on Political Participation", Korean Journal of Broadcasting and Telecommunication Studies, Vol. 29, No. 3, 2015, pp. 36-69.
  35. Nunnally, J. C., Psychometric Theory, NY :McGrow-Hill, 1987.
  36. Oh, J.-C., "Factors of Internet Service Acceptance : A Revaluation of UTAUT Model", Korean Management Review, Vol. 39, No. 1, 2010, pp. 55-79.
  37. Park, E.-A., "A Study on the Determinants of Early Adoption of New Media : Focused on Innovativeness, Conspicuous Consumption, Perception of New Media Characteristics", Korean Society of Consumer Studies, Vol. 19, No. 1, pp. 93-113.
  38. Park, I.-S. and Ahn, H.-C., "A Study on the User Acceptance Model of Mobile Credit Card Service based on UTAUT", The e-Business Studies, Vol. 13, No. 3, pp. 551-574.
  39. Park, S.-C. and Koo, C.-M., "A Study on End User's Intention to Use for Cloud Computing:Testing the Mediating Role of Key Constructs from UTAUT", The Journal of Internet Electronic Commerce Research, Vol. 12, No. 3, 2012, pp. 141-162.
  40. Rogers, E. M. and Shoemaker, F. F., Diffusion of Innovations (5th ed.). New York :Free Press, 2003.
  41. Son, H.-J., Lee, S.-W., and Cho, M.-H., "Influential Factors of College Students' Intention to Use Wearable Device-An Application of the UTAUT2 Model", Korean Journal of Communication and Information. Vol. 68, 2014, pp. 7-33.
  42. Sung, H.-W. and Sung, J.-H., "Research on Intention to Adopt Smart Wear: Based on Extended UTAUT Model", Journal of Fashion Business, Vol. 19, No. 2, 2015, pp. 69-84. https://doi.org/10.12940/jfb.2015.19.2.69
  43. Tenenhaus, M., Vinzi, V. E., Chatelin, Y. M., and Lauro, C., "PLS Path Modeling", Computational Statistics and Data Analysis, Vol. 48, No. 1, 2005, pp. 159-205. https://doi.org/10.1016/j.csda.2004.03.005
  44. Thompson, R., Barclay, D. W., and Higgins, C. A., "The Partial Least Squares(PLS) Approach to Causal Modeling : Personal Computer Adoption and Use as an Illustration," Technology Studies : Special Issue on Research Methodology, Vol. 2, No. 2, 1995, pp. 284-324.
  45. Venkatesh, V., Morris, M. G., Davis, G. B., and Davis, F. D., "User Acceptance of Information Technology : Toward a Unified View", MIS Quarterly, Vol. 27, No. 3, 2003, pp. 425-478. https://doi.org/10.2307/30036540
  46. Venkatesh, V., Thong, J. Y., and Xu, X., "Consumer Acceptance and Use of Information Technology : Extending the Unified Theory of Acceptance and Use of Technology", MIS Quarterly, Vol. 16, No. 1, 2012, pp. 157-178.
  47. Wetzels, M., Odekerken-Schroder, G., and Oppen, C. V., "Using PLS Path Modeling for Assessing Hierarchical Construct Models :Guidelines and Empirical Illustration", MIS Quarterly, Vol. 33, No. 1, 2009, pp. 177-195. https://doi.org/10.2307/20650284
  48. Zheng, Z., "User Acceptance of Mobile Healthcare Applications : An Integrated Model of UTAUT and HBM Theory", Korean Policy Sciences Review, Vol. 19, No. 3, 2015, pp. 203-236.
  49. Android Official Blog, https://android.googleblog.com/2016/04/welcome-to-google-play-music-podcast.html.
  50. Korea Audit Bureau of Circulations, http://www.kabc.or.kr/about/issuereference/100000002065?param.page=0m.category=m.keyword=.
  51. Podbbang, http://www.podbbang.com.

Cited by

  1. The Study on the Factors Influencing on the Behavioral Intention of Free Mobile Video Service: Focusing on the UTAUT2 vol.54, pp.1, 2017, https://doi.org/10.22174/jcr.2017.54.1.258
  2. Analysis of online sports media use behavior of university students applying UTAUT2 model vol.28, pp.2, 2016, https://doi.org/10.24985/kjss.2017.28.2.424
  3. An Empirical Study to propose the Enhanced Research Model on the Factors affecting the Adoption of Blockchain vol.20, pp.3, 2019, https://doi.org/10.9728/dcs.2019.20.3.513
  4. An Empirical Study on the Effects of Innovation Resistance on the Factors affecting the Intention to accept Blockchain in the Finance Sector vol.20, pp.4, 2016, https://doi.org/10.9728/dcs.2019.20.4.783