Browse > Article
http://dx.doi.org/10.14400/JDC.2017.15.11.413

A Study on the Viewing Attitude and Intention for Perceived Usefulness and Ease of use of Terrestrial UHD Broadcasting - Center for Extended Technology Acceptance Model(ETAM)-  

Chun, Byung-Jong (Dept. of Communications, Dankook University)
Kim, Jong-Moo (School of Communications, Dankook University)
Publication Information
Journal of Digital Convergence / v.15, no.11, 2017 , pp. 413-424 More about this Journal
Abstract
This research was conducted to find out about the effects of a perceived usefulness and a perceived ease of use on the viewer's attitude and their intention to use of the Terrestrial UHD Broadcasting. The survey was conducted with 191 respondents while innovativeness, relative advantage, active engagement, accessibility and affinity were considered as the external variables for this research. As the result shows, the external variables that affect the perceived usefulness are affinity, relative advantage, and innovativeness. However, it was confirmed that the accessibility has no major effect on the perceived usefulness. Among the external variables, the innovativeness has the highest level of effectiveness on the perceived usefulness of UHD broadcasting. Relative advantage, active engagement, and affinity were followed in orderly fashion. Especially, the perceived ease of use on UHD broadcasting has a major effect on the perceived usefulness. Also, the perceived usefulness affects the viewers' attitude and their intention to use. And the research verified that there is no correlation between the perceived ease of use vs. attitude and between attitude vs. intention to use. Therefore, we can safely say that the perceived usefulness of UHD broadcasting has main effects on viewers' attitude and their intention to use of UHD broadcasting.
Keywords
UHD; Innovation; Relative advantage; Perceived usefulness; Viewing attitude; Viewing intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Taylor, S., & Todd, P. A. "Understanding information technology usage: A test of competing models", Information Systems Research, Vol. 6, No. 2, pp.144-176, 1995.   DOI
2 "Study on the Introduction of terrestrial UHDTV" Media & Future Institute, 2013.
3 M. C. Kim. "Development and Standardization of UHD Video and Industrial Trend and Advanced Video Compression Technological Industry" The korea Institute of Broadcast and Media Engineers, 2009.
4 "UHD Broadcasting Standard"- Color & Display Broadcasting & Technology, p.136, 2017.
5 F. D. Davis, "Perceived usefulness, perceived ease of use, and user acceptance of information technology. Management Information Systems Quarterly", Vol. 13, No. 3, pp.319-340, 1989.   DOI
6 F. D. Davis, R. P. Bagozzi, & P. R. Warshaw, "User acceptance of computer technology: A comparison of two theoretical models. Management Science". Vol. 35, No. 8, pp.982-1003, 1989.   DOI
7 Venkatesh. V, "Determinants of Perceived Ease of Use: Integrationg Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model". Information System Research, Vol. 11, No. 4, pp.342-365, 2000.   DOI
8 Adams, D.A., Nelson, R.P., & Todd, P.A. Perceived usefulness, Ease of use, and usage of Information Technology : A Replication, MIS Quarterly, Vol. 16, No. 2, pp.227-248, 1992.   DOI
9 Greenberg, B. S. Gratifications of television viewing and their correlates for British children. In J. C. Blumler & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research. Beverly Hills, CA: Sage, pp. 71-92, 1974.
10 Moore, G.C., & Benbasat, I. "Development of an instrument to measure the perceptions of adopting an information technology innovation", Information Systems Research, Vol. 2, No. 3, pp.192-222, 1991.   DOI
11 "UHDKorea HomePage" http://uhdkorea.org, 2017.
12 Y. M. Song & S. H. Kim."A Study on the Influence of Information, System, and Service Quality on Intention to Use Government Portal Site", Korea Society of Management Information Systems Spring Conference, pp.875-882, 2007.
13 Ministry of Science, ICT and Future Planning(MSIP) & Korea Communications Commission Press Release, 2016.
14 J. S. Lee & S. Y. Jang. "User's Acceptance of Information Systems in Extended Technology Acceptance Model", The Korean Academic Society Of Business Administration, Vol. 32, No. 5, pp.1415-1451, 2003.
15 H. J. Kim et al. "A Study on the Factors Affecting Customer's Intention to Use the Mobile Game Service", Society for e-Business Studies, Vol. 10, No. 1, pp.1-19, 2005.
16 Agarwal, R. & Prasad, J. "Are individual differences germane to the acceptance of new information technologies?", Decision Sciences, Vol. 30, No. 2, pp.361-391, 1999.   DOI
17 Davis et al. "User acceptance of computer technology: A comparison of two theoretical models. Management Science". Vol. 35, No. 8, pp. pp.982-1003, 1989.   DOI
18 Agarwal, R. & Prasad, J. The Role if Innovation Characteristics and Perceived Voluntariness in the Acceptance of Information Technoogy, Decision Science, Vol. 28, No. 3, pp.557-582. 1997.   DOI
19 Vijasarathy, L. R. Predicting consumer intention to use on-line shopping: The case for an augmented technology acceptance model. Information & Management, Vol. 41, pp,747-762, 2004.   DOI
20 Venkatesh, V. & Davis, F. D. "A model of antecedents of perceived ease of use: Development and test", Decision Sciences, Vol. 27, No. 3, pp.451-482, 1996.   DOI
21 M. R. Lee et al. "A Study on the Adoption of UHD for Users Perceived usefulness and ease of use of UHDTV. Journal of Broadcast Engineering". Vol. 20, No. 1, pp.9-34, 2014.
22 M. Y. Lee. "Examining Factors Affecting the Adoption of Terrestrial DMB Phones with Extended Technology Acceptance Model", pp.36-52, 2006.
23 Rubin, A. M. & Rubin, R. B. "Contextual age and television use", Human Communication Research, Vol. 8, pp.228-244, 1982.   DOI
24 Y. S. Park & H. N. Chae. The Influences of Emotional Intelligence in Customer Innovativeness Focused on "Sensation Seeking Tendency" and "Need for Intelligence", Korean Business Association, p.27, 2011.
25 M. S. Kim. "A Study on the IPTV Use Perception and Factors Influencing IPTV Adoption", Korean Association for Communication and Information Studies, Civil Rights Vol. 52, pp.177-202, 2010.
26 Y. J. Choi & M. H. Chung. "A Study of Relationship between Consumers'Digital TV Adoption and Affecting Factors: Based on Characteristics of Each Steps in Diffusion Model", Broadcast Culture Research, Vol. 17, No. 2, pp.210-236, 2005.
27 I. S. Kim et al. "The effect of Interaction on Flow, Trust and the Intention to play in On-line game portal sites", The Korea Society for Computer Game, Vol. 25, No. 3, pp.33-45, 2012.
28 J. S. Lee. "mediating role of flow experience in survival audion program viewing", Korea Association for Broadcasting & Telecommunication Studies, Vol. 26, No. 2, pp.167-204, 2012.
29 O. S. Ban. "A Study on the Structural Relationship of Internet Personal Broadcasting Continuous Use : TAM2", Journal of Broadcasting & Electronic Media, pp.59-95, 2016.
30 J. H. Nam. "A Study on the Determinants of Acceptance of DMB", Korea Regional Communication Research Association, Vol. 7, No. 2, pp.143-188, 2007.
31 R. P. Bagozzi et al. "Extrinsic and intrinsic motivation to use computers in the workplace", Journal of Applied Social Psychology, Vol. 22, No. 14, pp.1111-1132, 1992.   DOI
32 Roger, J. "International technology adoption: behavior structure, demand certainty and culture", The Journal of Business & Industrial Marketing, Vol. 9, No. 2, 16-28, 1994.   DOI