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Consumer adoption in digital multimedia broadcasting: examining socio-cultural and economic determinants

机译：消费者在数字多媒体广播中的采用：研究社会文化和经济决定因素

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摘要

This study aims to develop the persuasive theory model in explaining the adoption of digital multimedia broadcasting (DMB). DMB services were unveiled in Korea on December 1, 2005, marking the beginning of a full-fledged mobile TV era for the country. I established hypothesis under the objectives of study such as which factors can explain customers' adoption most properly and how it can be structured based on expanded technology acceptance model (ETAM). The results are threefold. First, the applicability of technology acceptance model (TAM) based on research of Davis (1989), was revealed to be supported. Second, two factors, socio-cultural influence (SCI) and network externalities, were derived as the external factors that can expand TAM in explaining adoption of DMB. Finally, results support use of the extended TAM as an explainer in the context of DMB adoption as information technology (IT).
机译：这项研究旨在建立有说服力的理论模型来解释数字多媒体广播（DMB）的采用。 DMB服务于2005年12月1日在韩国推出，标志着该国全面的移动电视时代的开始。我根据研究的目标建立了假设，例如哪些因素可以最恰当地解释客户的采用情况，以及如何根据扩展技术接受模型（ETAM）来构造它。结果是三倍。首先，揭示了基于Davis（1989）研究的技术接受模型（TAM）的适用性。其次，社会文化影响力（SCI）和网络外部性这两个因素被推导为可以扩展TAM来解释DMB采用的外部因素。最后，结果支持在将DMB用作信息技术（IT）的情况下使用扩展的TAM作为解释器。

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