T-auction : factors influencing user's adoption of auction service based on interactive TV = 양방향 TV 기반의 경매 서비스의 수요자 수용 요인에 관한 연구
factors influencing user's adoption of auction service based on interactive TV
Convergence has been rapidly being diffused especially in telecommunications and broadcasting industry in Korea. Creative contents which appeal to customer``s need are more demanded by most companies seeking for new business opportunities in convergence era.
This paper suggested a converged service running on network-enabled interactive TV, named T-auction. T-auction service adopted electronic auction which has been successfully settled and still growing business model. This service enables users participate in real-time bid via their interactive TV set and remote controller as an input device. This is expected to provide new values that overcome information uncertainty which is one of the major limitations of existing electronic auction. Users would enjoy the visible, vivid, and detail information provided through interaction via the digital TV set. Thus, this paper has attempted to find some answers for the question like what kind of factors affect on user``s adoption of the T-auction service model. This is a critical question for predicting the diffusion of this new converged service.
A research model was proposed to explain the factors. Through the literature reviews related factors affecting new technology acceptance, following six factors were developed; perceived ease of use, perceived usefulness, information quality, service quality, perceived enjoyment, and personal propensity. An empirical study was conducted to verify this model with 1200 samples obtained through online survey.
We analyzed the causal relations between each factor and attitude using AMOS. As a result, perceived usefulness, information quality, service quality and personal propensity were significant while the perceived ease of use and the perceived enjoyment had no effect on user``s attitude. Additionally we classified the potential user group based their experience and preference for two different electronic shopping type; online shopping and TV home shopping. As the result ...