Innovative converged service and its adoption, use and diffusion: a holistic approach to diffusion of innovations, combining adoption-diffusion and use-diffusion paradigms
This study takes a holistic approach to understanding the diffusion of IPTV services by combining the adoption-diffusion model and the use-diffusion model of innovation. IPTV service, a leading converged application that couples media content with telecom services, was recently launched commercially...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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Vilnius Gediminas Technical University
2012-04-01
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| Series: | Journal of Business Economics and Management |
| Subjects: | |
| Online Access: | https://journals.vgtu.lt/index.php/JBEM/article/view/4389 |
| _version_ | 1818821716347977728 |
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| author | Kazuyuki Motohashi Deog-Ro Lee Yeong-Wha Sawng Seung-Ho Kim |
| author_facet | Kazuyuki Motohashi Deog-Ro Lee Yeong-Wha Sawng Seung-Ho Kim |
| author_sort | Kazuyuki Motohashi |
| collection | DOAJ |
| description | This study takes a holistic approach to understanding the diffusion of IPTV services by combining the adoption-diffusion model and the use-diffusion model of innovation. IPTV service, a leading converged application that couples media content with telecom services, was recently launched commercially in Korea. We created a structural model of adoption-diffusion, using the perceived ease-of-use and usefulness of TAM (Technology Acceptance Model) as mediating variables, and a structural model of usediffusion, with the rate of use and the variety of use as mediating variables. To empirically analyze these models, non-users of IPTV were surveyed using the adoptiondiffusion model to identify factors influencing their intention to subscribe to the service. Meanwhile, users of IPTV were surveyed using the use-diffusion model to determine the factors that influence their satisfaction with the service and their intention to re-use it. Under the adoption-diffusion model, we found that trialability, household innovativeness and perceived risk were the determinants of user satisfaction with IPTV, and perceived ease-of-use, the mediating factor. Under the use-diffusion model, complementarity and communication were shown to be the determinants of users’ satisfaction with IPTV, and variety of use, the mediating factor. We also found that consumers’ intentions to re-use IPTV was strongly influenced by its relative advantages and perceived risks. |
| first_indexed | 2024-12-18T23:12:36Z |
| format | Article |
| id | doaj.art-67e9c83619fd4ec0af075283c9ae06b3 |
| institution | Directory Open Access Journal |
| issn | 1611-1699 2029-4433 |
| language | English |
| last_indexed | 2024-12-18T23:12:36Z |
| publishDate | 2012-04-01 |
| publisher | Vilnius Gediminas Technical University |
| record_format | Article |
| series | Journal of Business Economics and Management |
| spelling | doaj.art-67e9c83619fd4ec0af075283c9ae06b32022-12-21T20:48:19ZengVilnius Gediminas Technical UniversityJournal of Business Economics and Management1611-16992029-44332012-04-0113210.3846/16111699.2011.620147Innovative converged service and its adoption, use and diffusion: a holistic approach to diffusion of innovations, combining adoption-diffusion and use-diffusion paradigmsKazuyuki Motohashi0Deog-Ro Lee1Yeong-Wha Sawng2Seung-Ho Kim3Department of Technology Management for Innovation, University of Tokyo, JapanSchool of Business Management, Seowon University, Korea218 Gajeong-ro, Yuseong-gu, Technoloy Foresight Research Team, ETRI 305-700, KoreaSchool of Health Service Management at Kyungwoon University, KoreaThis study takes a holistic approach to understanding the diffusion of IPTV services by combining the adoption-diffusion model and the use-diffusion model of innovation. IPTV service, a leading converged application that couples media content with telecom services, was recently launched commercially in Korea. We created a structural model of adoption-diffusion, using the perceived ease-of-use and usefulness of TAM (Technology Acceptance Model) as mediating variables, and a structural model of usediffusion, with the rate of use and the variety of use as mediating variables. To empirically analyze these models, non-users of IPTV were surveyed using the adoptiondiffusion model to identify factors influencing their intention to subscribe to the service. Meanwhile, users of IPTV were surveyed using the use-diffusion model to determine the factors that influence their satisfaction with the service and their intention to re-use it. Under the adoption-diffusion model, we found that trialability, household innovativeness and perceived risk were the determinants of user satisfaction with IPTV, and perceived ease-of-use, the mediating factor. Under the use-diffusion model, complementarity and communication were shown to be the determinants of users’ satisfaction with IPTV, and variety of use, the mediating factor. We also found that consumers’ intentions to re-use IPTV was strongly influenced by its relative advantages and perceived risks.https://journals.vgtu.lt/index.php/JBEM/article/view/4389IPTV servicediffusion of innovationadoption-diffusionuse-diffusion |
| spellingShingle | Kazuyuki Motohashi Deog-Ro Lee Yeong-Wha Sawng Seung-Ho Kim Innovative converged service and its adoption, use and diffusion: a holistic approach to diffusion of innovations, combining adoption-diffusion and use-diffusion paradigms Journal of Business Economics and Management IPTV service diffusion of innovation adoption-diffusion use-diffusion |
| title | Innovative converged service and its adoption, use and diffusion: a holistic approach to diffusion of innovations, combining adoption-diffusion and use-diffusion paradigms |
| title_full | Innovative converged service and its adoption, use and diffusion: a holistic approach to diffusion of innovations, combining adoption-diffusion and use-diffusion paradigms |
| title_fullStr | Innovative converged service and its adoption, use and diffusion: a holistic approach to diffusion of innovations, combining adoption-diffusion and use-diffusion paradigms |
| title_full_unstemmed | Innovative converged service and its adoption, use and diffusion: a holistic approach to diffusion of innovations, combining adoption-diffusion and use-diffusion paradigms |
| title_short | Innovative converged service and its adoption, use and diffusion: a holistic approach to diffusion of innovations, combining adoption-diffusion and use-diffusion paradigms |
| title_sort | innovative converged service and its adoption use and diffusion a holistic approach to diffusion of innovations combining adoption diffusion and use diffusion paradigms |
| topic | IPTV service diffusion of innovation adoption-diffusion use-diffusion |
| url | https://journals.vgtu.lt/index.php/JBEM/article/view/4389 |
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