DMB의 수용결정요인에 관한 연구: 위성 DMB와 지상파 DMB의 비교를 중심으로 = A Study on Factors Influencing DMB Adoption: Focused on Comparison between S-DMB and T-DMB

다국어 초록 (Multilingual Abstract)

This study attempted to analyze factors influencing S-DMB and T-DMB adoption. The theoretical background of this study is ``Technology Acceptance Model.`` Based on this theory and literature review, this study set 3 research questions and question 1 and 2 include 6 hypotheses each. For this research, a survey was conducted by online research lab. from October 25 to 31. Data were collected from 700 subjects. Complete and useable questionnaires were received from 604 respondents. The result and conclusion are as follow: ``Instant accessibility,`` ``service quality,`` are significant factors influencing ``perceived usefulness``, but ``Cost`` is not a significant factor statistically for T-DMB. ``Compatibility`` is a significant factor statistically influencing for both DMB. ``Self efficacy`` is also a significant variable influencing ``perceived easy of use`` for T-DMB but not for S-DMB. ``Innovativeness`` is not a significant factor statistically for both DMB. ``Advertising`` is a significant factor statistically influencing ``perceived usefulness``, and ``perceived enjoyableness.`` ``Perceived usefulness,`` ``perceived easy of use,`` and ``perceived enjoyableness`` are significant variables influencing the intention to adopt S-DMB and T-DMB as well. The result of the analysis showed that most of the hypotheses were verified the same as preceding studies, but some results were different with the result of preceding studies. Therefore, it implies the characteristics of DMB is different with other IT systems and mass media that were research subject mostly before. In addition, S-DMB and T-DMB are different each other in that each of DMB`s characteristics and personal recognition for those media.

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