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Investigating the Adoption of IPTV Services Influenced by Socio-cultural Factor, Flow Experience and Perceived Behavioral Control  

Lee, Bong-Gyou (연세대학교 정보대학원)
Lee, Sung-Joon (연세대학교 방송통신정책연구센터(CPRC))
Seoh, Hyun-Sik (연세대학교 방송통신정책연구센터(CPRC))
Kim, Jun-Ho (방송통신위원회 중앙전파관리소)
Publication Information
Journal of Internet Computing and Services / v.11, no.3, 2010 , pp. 105-119 More about this Journal
Abstract
The purpose of this study is to examine diverse factors influencing the adoption of IPTV services and relationships among them. To achieve the purpose, this study modified and applied the established theory of the Extended Technology Acceptance Model(ETAM) incorporating socio-cultural factor, flow experience and perceived behavioral control as related constructs. The suggested model was empirically tested through the structural equation modeling approach. The results are as follows: First, the socio-cultural factor and the perceived behavioral control have significant direct influences on the adoption of IPTV services. Second, the flow experience does not have a significant indirect influence mediated by the attitude toward IPTV services. Third, the socio-cultural factor has the significant relationships with the perceived usefulness and the perceived ease of use. Finally, the flow experience was influenced by the perceived usefulness and the perceived ease of use.
Keywords
Adoption of IPTV Services; Socio-cultural Factor; Flow Experience; Perceived Behavioral Control; Extended Technology Acceptance Model, ETAM;
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Times Cited By KSCI : 1  (Citation Analysis)
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