혁신의 유형 및 전 단계 유사 서비스 이용행동이 스마트TV 수용에 미치는 영향

The Effects of Smart TV s Innovation Types and Its Pre-stage Service Usage Behavior on Consumer Adoption of Smart TVs

In the current research, we examined the effects of consumers perception of smart TV s innovation types and their usage experience in smart TV s pre-stage service (i.e., IPTV) on consumer adoption of smart TVs. Smart TV s innovation was classified as three types of innovation: UI/UX(User Interface/User Experience) innovation, contents innovation, and hardware innovation. Such factors as consumers usage rate of IPTV s basic/innovative functions and their usage variety of IPTV s innovative functions were considered as consumers usage behavior of smart TV s pre-stage service. Both purchase intention and purchase timing measures were used to identify consumer adoption intention of smart TVs. Moreover, we examined the impacts of consumers personal characteristics (i.e., innovativeness and social influence) on consumer adoption of smart TVs. Survey questionnaires were completed by 395 respondents. Hierarchical regression analysis was used to test the relationships between variables. Finally, we discussed the theoretical and practical implications of our findings and developed directions for future research.