사회문화적 요인과 플로우 경험 및 지각된 행위통제가 IPTV 서비스 수용에 미치는 영향 분석 = Investigating the Adoption of IPTV Services Influenced by Socio-cultural Factor, Flow Experience and Perceived Behavioral Control

다국어 초록 (Multilingual 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.

참고문헌 (Reference)

1 이재신, "확장된 기술수용모델을 이용한 IP-TV의 수용 의도에 영향을 미치는 요인들에 대한 연구" 문화방송 7 (7): 100-131, 2006

2 김성완, "전자교육공동체에서 지각된 유용성과 지각된 사용용이성이 학습자의 몰입에 미치는 영향" 한국컴퓨터정보학회 11 (11): 87-98, 2006

3 강재원, "인터넷 구매의도를 결정하는 요인들:융합 Flow-TPB(Theory of Planned Behavior) 모델" 한국지역언론학회 6 (6): 5-42, 2006

4 양희동, "사회적 영향이 정보 시스템 수용에 미치는 영향: 정보 기술 수용 모형(Technology Acceptance Model)에서"

5 방송통신위원회, "방송통신융합과정책방향 및 IPTV 서비스 추진 현황"

6 한국전자통신연구원, "미디어 융합과 IPTV 정책 및 시장 동향"

7 강재원, "대학생들의 동영상 UCC 이용에 관한 탐색적 연구 : TPB-TAM 통합 모델 적용" 한국언론학회 53 (53): 187-208, 2009

8 이재신, "고등학생과 대학생들의 동영상 UCC 제작의도에 영향을 주는 요인에 관한 연구" 한국언론학회 52 (52): 399-419, 2008

9 Hsu, C. L, "Why Do People Play On-Line Games? An Extended TAM with Social Influences and Flow Experience" 41 : 853-868, 2003

10 Taylor, S. T, "Understanding Information Technology Usage: A Test of Competing Models" 6 (6): 144-176, 1995

11 Agrawal, R, "Times Flies when You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage" 24 (24): 665-694, 2000

12 Ajzen, I, "The Theory of Planned Behavior" 50 : 179-211, 1991

13 Scott, J, "The Measurement of Information System Effectiveness: Evaluating a Mass-Urining Instrument" 111-128, 1994

14 Katz, M. L, "Systems Competition and Network Effects" 8 (8): 93-115, 1994

15 Anderson, J. C, "Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach" 103 (103): 411-423, 1988

16 Kwon, H. Z, "Social Influences on Terrestrial and Satellite Mobile-TV Adoption in Korea: Affiliation, Positive Self-Image, and Perceived Popularity" 11 : 49-60, 2009

17 Cialdini, R. B, "Social Influence: Compliance and Conformity" 55 : 591-621, 2004

18 Bandura, A, "Self-efficacy: Toward a Unifying Theory of Behavioral Change" 84 (84): 191-215, 1977

19 Nunally, J. C, "Psychometric Theory" McGrawHill 1978

20 Ajzen, I, "Prediction of Goal-Directed Behavior: Attitudes, Intention, and Perceived Behavioral Control" 22 : 453-474, 1986

21 Mathieson, K, "Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior" 2 (2): 173-191, 1991

22 Davis, F. D, "Perceived Usefulness. Easy of Use and the User Acceptance of Information Technology" 13 (13): 319-340, 1989

23 Zhu, J, "Perceived Characteristics, Perceived Needs, and Perceived Popularity: Adoption and Use of the Internet in China" 29 : 466-495, 2002

24 Bagozzi, R, "On the Evaluation of Structural Equation Models" 16 (16): 74-94, 1988

25 Leung, L, "More than Just Talk on the Move: Uses and Gratifications of the Cellular Phone" 77 : 308-320, 2000

26 Novak, T, "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach" 19 (19): 22-42, 2000

27 Zhang, W, "Information Technology Acceptance in the Social Services Sector Context: An Exploration" 52 (52): 221-231, 2007

28 윤승욱, "IPTV의 수용결정요인에 대한 연구" 한국지역언론학회 9 (9): 162-197, 2009

29 Ovum, "IPTV Forecast 2007-2012"

30 Ling, R, "Hyper-coordination via Mobile Phone in Norway in Perceptual Contact, Mobile Communication, Private Talk, Public Performance" Cambridge University Press 139-169, 2002

31 Csikzentmihalyi, M, "Flow: The Psychology of Optimal Experience" Harper & Row 1990

32 Trevino, L. K, "Flow in Computer-mediated Communication" 19 (19): 539-573, 1992

33 Malhotra, Y, "Extending the Technology Acceptance Model to Account for Social Influence: Theoretical Bases and Empirical Validation" 6-14,

34 Fornell, C, "Evaluting Structural Equation Models with Unobservable Variables and Measurement Error" (1) : 39-50, 1981

35 Moore, G. C, "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation" 2 (2): 192-222, 1991

36 김광재, "DMB의 수용결정요인에 관한 연구" 한국언론학회 53 (53): 297-324, 2009

37 Hu, L, "Cutoff Crieria for fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives" 6 (6): 1-55, 1999

38 Compeau, D, "Computer Self-Efficacy: Development of a Measure and Initial Test" 19 : 189-211, 1995

39 Fishbein, M, "Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research" Addition-Weseley Reading 1975

40 Retti, R, "An Exploration of Flow during Internet Use" 11 (11): 103-113, 2001

41 Chau, P. Y, "An Empirical Investigation on Factors Affecting the Acceptance of Case by Systems Developers" 30 : 269-280, 1996

42 Browne, M, "Alternative Ways of Assessing Model Fit in Testing Structural Equation Models" Sage 136-162, 1993

43 Venkatesh, V, "A Theoretical Extention of Technological Acceptance Model: Four Longitudinal Field Study" 46 : 186-204, 2000

44 Deutsch, M, "A Study of Normative and Informational Social Influences upon Individual Judgement" 51 : 629-636, 1955

45 Tucker, L. R, "A Reliability Coefficient for Maximum Likelihood Factor Analysis" 38 : 1-10, 1973

46 Hoffman, D, "A New Marketing Paradigm for Electronic Commerce" 13 : 43-54, 1997