THE EFFECTS OF PERSONAL ATTRIBUTES OF MEDIA CONSUMPTION ON IPTV ADOPTION INTENTION: THE MODERATING EFFECT OF SELECTIVE EXPOSURE AND INVOLVEMENT
The outstanding feature of IPTV compared to the general TV is Interactivity. Each audience easily plans to choose what he needs and watch it whenever he wants. After the exposure of the content, audience can search the additional information while interacting with IPTV and purchases goods directly. These planning activity and participation on the media contents is conceptualized as Selective Exposure and Involvement. This study reviewed Selective Exposure and Involvement have the moderating effects on IPTV adoption intention by setting up a hypothesis based on Audience Activity and IPTV. Selective Exposure was statistically significant moderating effects with high interactivity on Perceived Ease of Use. Involvement has moderating effects with high Perceived Content Quality on Satisfaction. Therefore these variables are able to be newly recognized as the important factor on IPTV adoption. Theoretical and Practical implications based on these findings were also proposed.
IPTV Adoption intention Audience activity Selective Exposure Involvement Interactivity Satisfaction Content quality
Donghwan Yoo Yohan Chu Kyungah Woo
Graduate School of Information Yonsei University Seoul, Korea Graduate School of Information Yonsei University, Seoul, Korea
国际会议
Academy of Innovation and Entrepreneurship 2010(2010创新与创业国际学术会议)
北京
英文
240-248
2010-07-09（万方平台首次上网日期，不代表论文的发表时间）