Bong-Gyou Lee, Sung-Joon Lee, Hyun-Sik Seoh, Jun-Ho Kim, Journal of Internet Computing and Services, Vol. 11, No. 3, pp. 105-120, Jun. 2010
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Keywords: Adoption of IPTV Services, Socio-cultural Factor, Flow Experience, Perceived Behavioral Control, Extended Technology Acceptance Model, ETAM

Abstract

The purpose of this study is to examine diverse factors influencing the adoption of IPTV services and relationships among them. To achieve the purpose, this study modified and applied the established theory of the Extended Technology Acceptance Model(ETAM) incorporating socio-cultural factor, flow experience and perceived behavioral control as related constructs. The suggested model was empirically tested through the structural equation modeling approach. The results are as follows: First, the socio-cultural factor and the perceived behavioral control have significant direct influences on the adoption of IPTV services. Second, the flow experience does not have a significant indirect influence mediated by the attitude toward IPTV services. Third, the socio-cultural factor has the significant relationships with the perceived usefulness and the perceived ease of use. Finally, the flow experience was influenced by the perceived usefulness and the perceived ease of use.

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