IPTV의 수용결정요인에 대한 연구 = A Study on the Acceptance Decision Factor of IPTV

다국어 초록 (Multilingual Abstract)

This study is aimed at examining on what factors users place priority to accept an IPTV. For this study, we conducted a survey on accept variable factors suggested in technology acceptance model. Data were collected from 500 respondents and analyzed with hierarchical regression analysis. The results showed that the perceived ease of use and service quality, social-cultual influence had a significant effect on perceived usefulness but the cost hadn`t a significant effect on perceived usefulness. And the compatibility and innovativeness had a significant effect on perceived usefulness. On the other hand, the compatibility and self efficacy, innovativeness had a significant effect on perceived ease of use but the playfulness hadn`t a significant effect on perceived ease of use. The playfulness had a significant effect on perceived usefulness. Also, the perceived usefulness had a significant effect on intention to use but the perceived ease of use hadn`t a significant effect on intention to use. This study suggests that the perceived usefulness and perceived ease of use were affected by variable acceptance decision factor.

참고문헌 (Reference)

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