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Factors Affecting Intent to Use of T-Commerce in Enhanced TV Programs in Case of e-Commerce Users - The Moderating Effect of User Innovativeness  

Suh Hyunju (Dept. of Digital Media, Seoul University of Venture and Information)
Moon Nam-Mee (Dept. of Digital Media, Seoul University of Venture and Information)
Publication Information
Journal of Broadcast Engineering / v.10, no.4, 2005 , pp. 610-620 More about this Journal
Abstract
The current study investigates factors affecting intent to use of T-Commerce in enhanced TV programs. from the perspective of e-commerce users who have experienced terrestrial data broadcasting services. The research model hypothesizes the relationship among independent variables such as perceived usefulness, perceived ease of use, and the dependent variable, intent to use of T-Commerce. In addition, the moderating effect of user innovativeness is also analyzed. The results reveal the significant and positive relationship between perceived usefulness of e-commerce and intent to use of T-Commerce. Besides, the moderating role of user innovativeness is confined to the effect of the perceived usefulness on intent of use of T-Commerce. The findings of this study provide an implication that customer attracting strategies for potential T-Commerce users have to be differentiated based on the status in the T-Commerce development process.
Keywords
T-Commerce; technology acceptance model(TAM); interactive TV services; terrestrial data broadcasting services;
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Times Cited By KSCI : 1  (Citation Analysis)
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