The Journal of the Korea institute of electronic communication sciences (한국전자통신학회논문지)

Korea Institute of Electronic Communication Science (한국전자통신학회)
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Relationship between the determinant factors of social TV resistance to innovation and intention to use

소셜TV 혁신저항 결정요인과 이용의도의 관계

  • 박진우 (광운대학교 미디어연구소)
  • Received : 2016.08.04
  • Accepted : 2016.08.24
  • Published : 2016.08.31
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Abstract

The purpose of this study was to examine the relationship between the determinant factors of social TV resistance to innovation and intention to use focused on college students. The results were as follows. First, complexity, trialability and observability among the determinant factors of social TV usage influenced positively on resistance to innovation of social TV, and complexity influenced negatively on resistance to innovation of social TV. Second, only observability among the determinant factors of social TV usage influenced positively on intention to use. Third, resistance to innovation of social TV usage influenced negatively on intention to use.

본 연구는 대학생들을 대상으로 소셜TV 혁신저항 결정요인과 이용의도의 관계를 살펴보았다. 주요 결과를 제시하면 다음과 같다. 첫째, 소셜TV 이용에 대한 적합성과 시험가능성, 관찰가능성은 혁신저항에 통계적으로 유의한 부적 영향을 미치는 것으로 나타난 반면에 복잡성은 혁신저항에 통계적으로 유의한 정적 영향을 미치는 것으로 나타났다. 둘째, 소셜TV 이용에 대한 적합성, 복잡성, 시험가능성, 관찰가능성 중 관찰가능성만이 이용의도에 통계적으로 유의한 정적 영향을 미치는 것으로 나타났다. 셋째, 소셜TV에 대한 혁신저항은 이용의도에 통계적으로 유의한 부적 영향을 미치는 것으로 나타났다.

Keywords

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