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김광재(Gwang Jae Kim) 한국언론학회 2009 한국언론학보 Vol.53 No.3
This study started from the intention to develop the persuasive theory Model explaining the adoption process of Digital Multimedia Broadcasting(DMB) DMB services were unveiled in Korea on December 1, 2005, marking the beginning of a full-fledged mobile TV era for the country. I established hypothesis under the objectives of study such as what is the behaviour of adopting the information technology called DMB, which factors explain such adoption process most properly and how it can be structured based Expanded Technology Acceptance Model(ETAM). Following are the results of hypothesis test for each study subject. The results are following such as; First, the application possibility of TAM established in this study, was found to be supported since all three hypotheses showed significant results through fit index of structural equation model(SEM). Second, 5 factors, social-cultural influence, perceived cost, network externalities, expectancy for diffusion policy and audience innovativeness, was derived as the persuasive external factors that can expand TAM in explaining adoption of DMB. And influence of them was measured in the structure of expanded TAM. Both social-cultural influence and audience innovativeness was revealed that each of all relation in variables have a significant influence. But perceived cost, network externalities, and expectancy for diffusion policy are revealed that had a significant influence partially.
김광재(Gwang-Jae Kim) 한국언론학회 2010 한국언론학보 Vol.54 No.2
This study aims to review results of diffusion of innovation in the field of communication. For this purpose, 60 articles published between 1995 to 2008 are examined by a meta-analysis method. Topic, method, object and subject of articles were analyzed. The main results of the analysis are as follow. First, main research topic of the articles are about adoption of new media such as DMB, IPTV. This means that articles focused on theme of micro level. Second, in terms of research method, most of research is skewed to quantitative method such as survey. Third, research object and subject also were leaned to micro variables of new media adoption. Thus, I proposed that future research aims to explore integrated, interdisciplinary area of communication.