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http://dx.doi.org/10.5392/JKCA.2014.14.09.538

A Study on Initial Characterization of Big Data Technology Acceptance - Moderating Role of Technology User & Technology Utilizer  

Kim, Jung-Sun (이화여자대학교 대학원 디지털미디어학부)
Song, Tae-Min (한국보건사회연구원 통계정보연구실)
Publication Information
The Journal of the Korea Contents Association / v.14, no.9, 2014 , pp. 538-555 More about this Journal
Abstract
Systematic studies have been rarely conducted on the acceptance of big data technology despite the technology drawing much attention from academia, industry and general public. With big data technology still being in the infant stage in Korea, a study model was constructed in this paper by integrating the innovation diffusion theory and the task technology fit theory with this technology acceptance model (TAM) as the central framework to make big data technology more readily acceptable in the country, and the aim of making big data technology readily acceptable was expanded as the moderator variable of the TAM. The results of this study showed that "subjective norm" and "task technology fit" showed the most significant effect as the exogenous variables of the TAM. In addition, the "innovative characteristic of the organization" was the significant exogenous variable affecting the intention to accept big data technology to those "technology utilizers" that try to come up with new services or products that are technology-based; however, "subjective norm" was the rather significant factor affecting those simple "technology users". Finally, a significant difference was seen in the verification of mediation effect.
Keywords
Big Data; TAM; Task Technology Fit; Moderating Effect; Mediation Effect;
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Times Cited By KSCI : 5  (Citation Analysis)
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