Browse > Article
http://dx.doi.org/10.4218/etrij.11.0110.0160

User Adoption Model under Service Competitive Market Structure for Next-Generation Media Services  

Jeon, Hyo-Ri (Technology Strategy Research Division, ETRI)
Shin, Yong-Hee (Technology Strategy Research Division, ETRI)
Choi, Mun-Kee (Department of Management Science, KAIST)
Rho, Jae-Jeung (Department of Management Science, KAIST)
Kim, Myung-Seuk (Internet Research Laboratory, ETRI)
Publication Information
ETRI Journal / v.33, no.1, 2011 , pp. 110-120 More about this Journal
Abstract
As information technology rapidly develops and the period required to enter new technology shortens, there emerges a wide variety of alternatives for consumers. When there are many alternatives in the market, users choose after making comparisons. This process of making comparisons is our research key. We established a research model to find a mixed effect that comes from new attitudes to technology adoption and alternative's continuous usage intention. The effect is revealed through a relative attractiveness (RA) factor to explain a user's process of comparison. We empirically test our research model in the new media services, such as mobile TV, web TV, and mobile IPTV. According to our research results, a continuous usage intention of an existing technology is an important factor to explain the adoption of a new technology. So, the contribution of our research is in finding a role for the RA factor in research in new technology adoption.
Keywords
Mobile IPTV; mobile TV; DMB; Web TV; extended technology adoption model; continuous usage intention;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
Times Cited By Web Of Science : 1  (Related Records In Web of Science)
Times Cited By SCOPUS : 3
연도 인용수 순위
1 H.H. Chang, "Intelligent Agent's Technology Characteristics Applied to Online Auctions' Task: A Combined Model of TTF and TAM," Technovation, vol. 28, no. 9, Sept. 2008, pp. 564-577.   DOI   ScienceOn
2 N N.E. Park, "IPTV Technology Development and Standards," TTA J., no. 122, Mar.-Apr. 2009, pp. 36-39 (in Korean).
3 I.S. Ha, Y.S. Yoon, and M.K. Choi, "Determinants of Adoption of Mobile Games under Mobile Broadband Wireless Access Environment," Inf. & Management, vol. 44, no. 3, Apr. 2007, pp. 276-286.   DOI   ScienceOn
4 H.K. Kim and N.M. Moon, The Strategy and Technology of TCommerce, Sigma Insight, 2002 (in Korean).
5 F.D. Davis, "User Acceptance of Information Technology: System Characteristics, User Perceptions and Behavioral Impacts," Int. J Man-Machine Study, vol. 38, no. 3, Mar. 1993, pp. 475-487.   DOI   ScienceOn
6 J.J. Cronin and S.A. Taylor "Measuring Service Quality: A Reexamination and Extension," J. Marketing, vol. 56, Jul. 1992, pp. 55-68.
7 Y.H. Shin, H.R. Jeon, and M.K. Choi, "Analysis on the Mobile IPTV Adoption and Moderator Effect Using Extended TAM Model," 4th Int. Conf. NCM, 2008, pp. 220-225.
8 J.C. Anderson and D.W. Gerbing, Structural Equation Modeling in Practice: A Review and Recommended Two Step Approach, Psychol Bull, 1988.
9 R. Agarwal and J. Prasad, "A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology," Inf. Syst. Research, vol. 9, no. 2, 1998, pp. 204-215.   DOI   ScienceOn
10 G.L. Frazier, "Interorganizational Exchange Behavior in Marketing Channels: A Broadened Perspective," J. Marketing, vol. 47, Fall 1983, pp. 68-78.
11 S. Taylor and P. Todd, "Assessing IT Usage: The Role of Prior Experience," MIS Quarterly, vol. 19, no. 4, Dec. 1995, pp. 561- 570.   DOI   ScienceOn
12 D.E. Gefen, E. Karahanna, D.W. Straub, "Trust and TAM in Online Shopping: An Integrated Model," MIS Quarterly, vol. 27, no. 1, Mar. 2003, pp. 51-90.
13 C. Fornell and D.F. Larcker, "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error," J. Market Research, vol. 18, no. 1, 1981, pp. 39-50.   DOI   ScienceOn
14 R.P. Bagozzi and Y. Yi, "On the Evaluation of Structural Equation Models," J. Academy Marketing Science, vol. 16, no. 1, 1988, pp. 74-94.   DOI   ScienceOn
15 M. K. Chang and W. Cheung, "Determinant of the Intention to Use Internet/WWW at Work: A Confirmatory Study," Inf. & Management, vol. 39, no. 1, 2001, pp. 1-14.   DOI   ScienceOn
16 W.W. Chin, "Issues and Opinion on Structural Equation Modeling," MIS Quarterly, vol. 22, no. 1, 1998, pp. 7-16.
17 S.H. Park, S.H. Jeong, and C.J. Hwang, "Mobile IPTV Expanding the Value of IPTV," 7th Int. Conf. Netw., 2008, pp. 296-301.
18 W.W.N. Wan et al., "Customers' Adoption of Banking Channels in Hong Kong," Int. J. Bank Marketing, vol. 23, no. 3, 2005, pp. 255-272.   DOI   ScienceOn
19 Y.J. LEE and C.L LEE, "Research on the Switching Cost and Result Variables-Mediator Effect of Service Usage Rate," Marketing Research in Korea, vol. 20, no. 3, 2005, pp. 1-28.
20 C.L. Hsu and H.P. Lu, "Why Do People Play On-line Games? An Extended TAM with Social Influences and Flow Experience," Inf. & Management, vol. 41, no. 7, Sept. 2004, pp. 853-868.   DOI   ScienceOn
21 A. Bhattacherjee and G. Premkumar, "Understanding Changes in Belief and Attitude Toward Information Technology Usage: A Theoretical Model and Longitudinal Test," MIS Quarterly, vol. 28, no. 2, 2004, pp. 229-254.
22 S. Taylor, and P.A. Todd, "Understanding Information Technology Usage: A Test of Competing Models," Inf. Syst. Research, vol. 6, no. 2, June 1995, pp. 144-176   DOI   ScienceOn
23 A. Venkatesh, "Computers and Other Interactive Technologies for the Home," Commun. ACM, vol. 39, no. 12, Dec. 1996, pp. 47- 54.   DOI   ScienceOn
24 R.A. Ping, "The Effects of Satisfaction and Structural Constraints on Retailer Exiting, Voice, Loyalty, Opportunism, and Neglect," J. Retailing, vol. 69, no. 3, Fall 1993, pp. 320-352.   DOI   ScienceOn
25 M. Parthasarathy and A. Bhattacherjee, "Understanding Post- Adoption Behavior in the Context of Online Services," Inf. Syst. Research, vol. 9, no. 4, Dec. 1998, pp. 362-379.   DOI   ScienceOn
26 M.A. Jones, D.L. Mothersbaugh, and S.E. Beatty, "Why Customers Stay: Measuring the Underlying Dimensions of Services Switching Costs and Managing Their Differential Strategic Outcomes," J. Business Research, vol. 55, no. 6, Jun. 2002, pp. 441-450.   DOI   ScienceOn
27 S.H. Kim and S.H. Oh, "Study on the Affecting Factors of Continuous Usage Intention-Customer Value, Satisfaction, Switching Cost, Alternatives' Attractiveness," Marketing Research in Korea, vol. 17, no. 2, 2002, pp. 25-55.
28 Reuben Hill, Family Development in Three Generations, Cambridge, MA: Schenkman, 1970
29 J. Hartwick, and H. Barki, "Explaining the Role of User Participation in Information System Use," Management Sci., vol. 40, no. 4, Apr. 1994, pp. 440-465.   DOI   ScienceOn
30 K.A. Saeed and S. Abdinnour-Helm, "Examining the Effects of Information System Characteristics and Perceived Usefulness on Post Adoption Usage of Information Systems," Inf. & Management, vol. 45, no. 6, Sept. 2008, pp. 376-386.   DOI   ScienceOn
31 E. Karahanna, D.W. Straub, and N.L. Chervany, "Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs," MIS Quarterly, vol. 23, no. 2, Jun. 1999, pp. 183-213.   DOI   ScienceOn
32 J.C. Anderson and J.A. Narus, "A Model of the Distributor's Perspective of Distributor-Manufacturer Working Relationships," J. Marketing, vol. 48, Fall 1984, pp. 62-74.
33 J.W. Thibaut and H. Kelly, The Social Psychology of Groups, New York/London/Sydney: John Wiley & Sons, Inc., 1959.
34 I. Ajzen, "The Theory of Planned Behavior," Organizational Behavior and Human Decision Processes, vol. 50, no. 2, Dec. 1991, pp. 179-211.   DOI
35 S.W. Kang, S.S. Cho, and H.Y. Lie, "The Economic Value of Next-Generation Converged Communications and Broadcasting Services," ETRI J., vol. 27, no. 6, Dec. 2005, pp. 759-767.   DOI   ScienceOn
36 A. Bhattacherjee, "Understanding Information Systems Continuance: An Expectation-Confirmation Model," MIS Quarterly, vol. 25, no. 3, Sept. 2001, pp. 351-370.   DOI   ScienceOn
37 S.M. Besen and J. Farrell, "Choosing How to Compete: Strategies & Tactics in Standardization," J. Economic Perspectives, vol. 8, no. 2, 1994, pp. 117-131.   DOI   ScienceOn
38 J. Farrell and G. Saloner, "Standardization, Compatibility, and Innovation," Rand J. Economics, vol. 16, no. 1, 1985, pp. 70-83.   DOI   ScienceOn
39 M. Fishbein, I. Ajzen, Belief, Intention and Behavior: An Introduction to Theory and Research, Addison Wesley, 1975.
40 F.D. Davis, "Perceived Usefulness Perceived Ease of Use, and User Acceptance of Information Technology," MIS Quarterly, vol. 13, no. 3, Sept. 1989, pp. 319-340.   DOI   ScienceOn
41 V. Venkatesh and F.D. Davis, "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, vol. 46, no. 2, Feb. 2000, pp. 186-204.   DOI   ScienceOn
42 E.M. Rogers, Diffusion of Innovations, 4th ed., Free Press, New York, 1995.
43 M.R. Solomon, Customer Behavior: Buying, Having, and Being, Pearson Education International, 6th ed., 2004.