Browse > Article

Analyzing Government Policy Frameworks for Promoting Adoption and Diffusion of IPTV Services  

Seo, Hyun-Sik (연세대학교 방송통신정책연구소)
Kim, Jun-Ho (방송통신위원회 중앙전파관리소)
Lee, Bong-Gyou (연세대학교 정보대학원)
Publication Information
Journal of Internet Computing and Services / v.11, no.5, 2010 , pp. 37-58 More about this Journal
Abstract
This study analyzes appropriate government policy frameworks for promoting IPTV industry by studying the way of adoption and diffusion of IPTV services. Until recently, most researches on government policies for technology adoption have focused on the personal context. This research adopts two theories, i.e., innovation characteristics theory for personal context and implementation process theory for organizational context. It also hypothesizes that the innovation characteristics more influence on the behavioral intention for usage new media in the level of personal innovativeness is high. Moreover, in the level of expectancy for diffusion policy is high, the implementation of IPTV services more influences on the behavioral intention. The results by statistical analysis, it is found that the higher the level of personal innovativeness is, and the higher the level of expectancy for diffusion policy is, the more behavioral intention will be influenced by the characteristics of innovation and implementation of IPTV service. Thus it is important for government agencies to find the way to facilitate personal innovativeness as well as expectancy for diffusion policy.
Keywords
IPTV; Government Promoting Policies; Innovation Characteristics Theory; Implementation Process Theory; TAM;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
1 Zeithaml, V. A. "Consumer Perceptions of Price, Quality, and Value： A Means-End Model and of Evidence," Journal of Marketing, Vol.52, pp.2-22, 1988.   DOI   ScienceOn
2 Yetton, P., Sharma, R. and Southon, G. "Successful IS Innovation: the Contingent Contributions of Innovation Characteristics and Implementation Process," Journal of Information Technology, Vol. 14, pp.53-69, 1999.   DOI   ScienceOn
3 Teas, K. R. and Agarwal, S. I. "The Effects of Extrinsic Product Cues on Consumers' Perceptions of Quality, Sacrifice, and Value," Journal of the Academy of Marketing Science, Vol.28, pp. 278-290, 2000.   DOI   ScienceOn
4 Lin, C. A. and Jeffres, L. W. "Factors Influencing the Adoption of Multimedia Cable Technology," Journalism & Mass Communication Quarterly, Vol.75, No.2, 1998.
5 노형진, SPSS/AMOS에 의한 사회조사분석: 범주형 데이터 분석 및 공분산구조분석, 서울: 형설출판사, 2003.
6 Nunnally, Psychological Theory, 2nd, McGraw-Hill, 1978.
7 Zaltman, G. R., Duncan and Holbek, J. Innovation and Organizations, Wiley, N.Y., 1973.
8 채서일, 사회과학 조사방법론, 2판, 학현사, 2002.
9 노형진, SPSS에 의한 조사방법 및 통계분석, 형설출판사, 2005.
10 유명환, 이동원, "IPTV의 고유특성이 사용자 수용의도에 미치는 영향 분석: 혁신확산이론 중심으로", 한국경영정보학회, 추계학술대회, pp.629-634, 2008.
11 Venkatesh, V. and Davis, F. D. "A Model of Antecedents of Perceived Ease of Use: Development and Test," Decision Science, Vol.27, No.3, pp.451-482, 1996.   DOI   ScienceOn
12 남종훈, "DMB의 수용결정요인에 관한 연구: 위성 DMB와 지상파 DMB의 비교를 중심으로", 언론과학연구, 제7권, 제2호, pp.143-188, 2007.
13 장윤희, "IS 조직혁신의 영향요인과 성과에 관한 연구", 경영정보학연구, 제12권, 제3호, pp.135-167, 2002.   과학기술학회마을
14 Damanpour, F. "Organizational Innovation: A Meta-Analysis of Effects of Determinants and Moderators," Acad. Manage. J., Vol.34, No.30, 1991.
15 김광재, "DMB의 수용결정요인에 관한 연구", 한국언론학보, 제53권, 제3호, pp.296-323, 2009.
16 Chin, J. P., Virginia A. D. and Kent L. N. "Development of an Instrument Measuring User Satisfaction of the Human-Computer Interface," ACM Proceedings, pp.213-218, 1988.
17 주정민, 박복길, "정보기술수용모형과 쌍방향TV 채택 요인 연구", 한국언론학보, 제50권, 제1호, pp.332-354, 2006
18 김영환, 최수일, "지각된 서비스 품질, 유용성, 용이성이 IPTV 사용자 만족 및 지속적 사용의도에 미치는 영향", 한국콘텐츠학회, pp.314-327, 2009.   과학기술학회마을
19 Hage, J. and Aiken, M. Social Change in Complex Organization, New York, Random House, 1970.
20 Dewar, R. D. and Dutton, J. E. "The Adoption of Radical and Incremental Innovations: An Empirical Analysis," Management Science, Vol.32, No.11, pp.1422-1433, 1986.   DOI   ScienceOn
21 Rogers, E. M. Diffusion of Innovations(5th ed.). New York: The Free Press, 2003.
22 이봉규, 이성준, 서현식, 김준호, "사회문화적 요인과 플로우 경험 및 지각된 행위통제가 IPTV 서비스 수용에 미치는 영향 분석", 인터넷정보학회, 제11권, 제3호, 2010b.   과학기술학회마을
23 Leonard-Barton, D. and Deschamps, I. "Managerial Influence in the Implementation of New Technology," Management Science, Vol.34, pp. 1252-1265, 1988.   DOI   ScienceOn
24 Zhu, K., Kramer, K. L., Gurbaxani, V. and Xu, S. X. "Migration to Open-Standard Interorganizational Systems: Network Effects, Switching Costs, and Path Dependency," Information Systems Quality, Vol.30, pp.515-539, 2006.
25 Rogers, E. M. Diffusion of Innovations, Free Press of Glencoe, New York, 1962.
26 Tornatsky, L. G. and Klein, K. J., "Innovation Characteristics and Innovation Adoption- Implementation: A Meta-Analysis of Findings," Transactions on Engineering Management, EM-29, pp.8-45, 1982.
27 Ramiller, N. C. "Perceived Compatibility of Information Technology Innovations among Secondary Adopters: toward a Reassessment," Journal of Engineering and Technology Management, pp.1-23, 1994.
28 Leonard-Barton, D. "Implementing Structured Software Methodologies: A Case of Innovation in Process Technology," INTERFACES, Vol.17, No.3, pp.6-17, 1987.   DOI
29 Goodhue, D. L. and Thompson, R. L. "Task- Technology Fit and Individual Performance," MIS Quarterly, Vol.19, No.2, pp.213-236, 1995.   DOI   ScienceOn
30 Thompson, J. D. Organizations in action, NY: McGraw-Hill, 1967.
31 Howard, G. S. and Mendelow, A. L. "Discretionary Use of Computers: An Empirically Derived Explanatory model," Decision Sciences, Vol. 22, pp.241-265, 1991.   DOI
32 Grover, V. and Goslar, M, D. "The Initiation, Adoption and Implementation of Telecommunication Technologies in U.S. Organizations," JMIS, Vol.10, No.1, pp.141-163, 1993.
33 Venkatesh, V. and Davis, F. D. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, Vol.46, No.2, pp.186-204, 2000.   DOI   ScienceOn
34 권기헌, 정책학, 서울: 박영사, 2008.
35 윤장우, 이현우, 류원, "IPTV 융합서비스 플랫폼 기술 동향", ETRI, 전자통신동향분석, 제25권, 제2호, pp.81-90. 2010.
36 이영범, 허찬행, "정책환경의 변화: IPTV도입 정책 형성 과정에서의 대상 집단의 사회적 형성과 정책 설계에 관한 연구-국회방송통신 특별위원회 논의를 중심으로", 한국정책학회, 하계학술대회, 2008.,
37 미디어스, "IPTV 시행령 수용자 입장에서 결정해야-시민사회단체, 공공적 서비스 도입 건의서 방통위에 전달", 2008. 5. 7. 기사
38 방송통신위원회, "IPTV 활성화 추진 현황", 2009b
39 박석규, 전상권, 이경희, IPTV와 디지털 콘텐츠 저작권의 이해, 진한엠엔비, 2008.
40 Attewell, P. "Technology Diffusion and Organizational Learning: The Case of Business Computing," A Journal of the Institute of Management Sciences, vol.3, no.1, pp.1-19, 1992.
41 김문선, 김문오, 김효진, 류성렬, "IPTV 뱅킹 서비스 이용 의도에 영향을 미치는 요인", 한국데이타베이스학회, pp.79-98, 2009.
42 방송통신위원회, "새로운 10년을 선도하는 방송통신 2010 핵심과제", 2009a.
43 이봉규, 서현식, 이성준, 김준호, "정부 지원 정책이 IPTV 수용에 미치는 영향 분석", 한국정보처리학회, 제17권, 제3호, 2010a.
44 윤승욱, "IPTV의 수용결정요인에 관한 연구", 언론과학연구, 제9권, 제1호, pp.162-197, 2009.
45 Davis, F. D. "Perceived Usefulness, Perceived Ease of Use and User Acceptance of Information Technology," MIS Quarterly, September, pp. 319-340, 1989.
46 Taylor, S. and Todd, P. "Understanding Information Technology Usage: A Test of Competing Models," Information System Research, Vol.6, No.2, pp.144-176, 1995.   DOI   ScienceOn
47 한국전자통신연구원, "미디어 융합과 IPTV 정책 및 시장 동향", 2008
48 박유리, 이은민, 정부연, 이종수, "융합환경에서의 방송.통신콘텐츠 이용행태에 대한 실증분석", 정보통신정책연구원, 2008.
49 Agarwal, R., Sambamurthy, V. and Stair, R. "The Evolving Relationship Between General and Specific Computer Literacy-An Empirical Assessment," Information Systems Research, Vol.11, No.4, pp.418-430, 2000.   DOI   ScienceOn