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http://dx.doi.org/10.7472/jksii.2017.18.6.101

A Study on Factors Affecting Innovation Resistance and Intention of Use of Social TV Non-Users: Focused on Innovation Diffusion Theory and Innovation Resistance Model  

Lee, Byung-Hye (Department of Digital Media, Myongji Univ.)
Publication Information
Journal of Internet Computing and Services / v.18, no.6, 2017 , pp. 101-112 More about this Journal
Abstract
The purpose of this study was to examine the factors affecting innovation resistance and intention of use of social TV non-users focused on innovation diffusion theory and innovation resistance model. The results were as follows: First, compatibility among perceived innovation characteristics by social TV non-users influenced negatively on innovation resistance, and complexity among perceived innovation characteristics by social TV non-users influenced positively on innovation resistance. Second, perceived risk by social TV non-users influenced positively on innovation resistance. Third, compatibility among perceived innovation characteristics by social TV non-users influenced positively on social TV intention to use. And complexity among perceived innovation characteristics by social TV non-users influenced negatively on social TV intention to use. Fourth, perceived risk by social TV non-users influenced not significantly on social TV intention to use. Fifth, innovation resistance by social TV non-users influenced negatively on social TV intention to use.
Keywords
innovation characteristics; perceived risk; innovation resistance; intention to use; social TV;
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Times Cited By KSCI : 5  (Citation Analysis)
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