개인의 가치, 특성, 품질이 IPTV 양방향서비스 수용에 미치는 영향 연구: TAM의 확장모형

Advances in digital technology have reshaped broadcasting and multimedia industry from analogue to digital. Telecommunication carriers are on the verge of launching an Internet Protocol Television (IPTV). Legislations that regulate the IPTV have been delayed in Korea due at least partly to the resistance from the broadcasting companies and the conflicts between ministries in government. Advanced nations in Western Europe and North America have been keeping tracks of the IPTV trend in Korea, following the role of the nation as a leader in high speed internet. Players in the media industry are offering a variety of interactive services. Yet, due to a slow progress in conversion to digital, firms need to plan and implement focused strategies. This study is concerned with how customers of IPTV craft a road map along with the progress of IPTV. This paper has applied and further extended a technology acceptance model (TAM) to examine the influences of personal characteristics, personality and perceived quality on the acceptance of IPTV. Technology acceptance model has been widely utilized as a model to examine the acceptance of the product with new technology. Despite its wide application, there exist in dearth of literature that apply TAM to IPTV services. The existing literature has approached the issue in the traditional, quite often analogue, broadcasting media settings. This paper rather focuses on the factors that customers take into account when they consider and accept the interactive services of IPTV. We specifically considered personal characteristics of customers and quality as potential factors for acceptance. Empirical results show, first, that confidence and innovativeness as personal characteristic factors influence the perceived ease of use. IPTV is at least partly based on the new technology and users need to learn the skills to comfortably enjoy the service. The more confident users feel the confidence in their skills to use new service, the more positive they incline to use the new service IPTV. Secondly, subjective norms and economic benefits as a societal values influence perceived usefulness. As IPTV is a new digital interactive service, it is important that a certain number of people use the service and they recommend the service to others since such recommendation will lower the uncertainty faced by potential users of IPTV. Recommendation as a type of norm will positively influence the acceptance of the new service like IPTV. Lastly, but not least at all, trust and responsiveness as quality of service influences behavioral intentions. Service providers of IPTV need to offer good quality across services in and around IPTV including picture quality and speed. If the provider may not be able to provide the same quality, they need to focus on several key areas that can mainly influence the perceived quality of the IPTV service. Managerial implications from the study suggest the approach for segmented target for individual service, differentiation of service by target group, and improved communication. Notwithstanding all the contributions, this paper is not without its limitations. IPTV service is not provided on a full scale and the legislation is still stuck in the process. After the full commercialization of the IPTV service, academics and practitioners can come up with new variables and test the acceptance level of the service. Also, the survey is on the sample with more than reasonable expertise on IT and broadcasting. The results of the survey on the general consumer will produce different results. This paper would leave all these remaining issues to the future research.