The empirical study on the adoption of telecommunication-broadcasting convergence : focused on IP-TV = 통신방송융합기술에 대한 소비자 수용행태에 관한 연구focused on IP-TV

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The development of digital technology and broadband communication has accelerated the convergence of telecommunication and broadcasting. The convergence has been fostering a reconceptualization of traditional mass media from a passive one-to-many system to a more interactive multimedia system combining the TV broadcasting services and telecommunication services. Among the many convergence services, IP-TV is a representative service not because it is based on the convergence of network, services, and service providers but it is killer service for Triple-Play-Service (TPS). However, the success of telecommunications-broadcasting convergence service is depending on understanding the concerns of customers and identifying the determinants that leads to individual``s behavioral intension to adopt it. For the purpose, we employed technology acceptance model (TAM) as the base model and developed more comprehensive version of TAM to better reflect the convergence of telecommunication and broadcasting context. The model employed seven factors: perceived usefulness, perceived playfulness, perceived ease of use, perceived savings on bundle, subjective norm, telepresence, and attitude. Hypotheses were discussed in this study related to the theoretical relationships between constructs and antecedents. A survey instrument was developed using existing scales from prior TAM instruments and modifying them where appropriate. The resultant instrument can be used in future research to test how consumers accept telecommunications and broadcasting convergence services.
Advisors
Rho, Jae-Jeungresearcher노재정researcher
Description
한국정보통신대학교 : 경영학부,
Publisher
한국정보통신대학교
Issue Date
2006
Identifier
392678/225023 / 020044583
Language
eng
Description

학위논문(석사) - 한국정보통신대학교 : 경영학부, 2006, [ vii, 75 p. ]

Keywords

IP-TV; Internet protocol television; TAM; Technology acceptance model; Perceived playfulness; 지각된 비용절감; 인터넷 프로토콜 TV; 기술수용모형; Perceived savings; Telepresence

URI
http://hdl.handle.net/10203/54464
Link
http://library.kaist.ac.kr/search/detail/view.do?bibCtrlNo=392678&flag=dissertation
Appears in Collection
School of Management-Theses_Master(경영학부 석사논문)
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