디지털 라이브 서비스의 수용요인에 대한 연구: 프레즌스와 플로우를 중심으로

초록

The technology supporting live-streamed performing arts has recently been adopted by world-class arts companies worldwide, and more and more consumers are attending the performance in a third place other than the actual theater the performance is taking a place. The purpose of this study was to examine factors affecting the consumers’ adoption of the “digital live technology” and the relationship among the factors. We’ve empirically examined the effects of presence, flow, and subjective norm on the motivations, attitude and intention to use based on TAM(Technology Acceptance Model). The result shows that presence experience and flow experience both have influence on perceived ease of use. The perceived ease of use turned out to have an impact on the behavioral attitude only through the perceived usefulness that the both presence and flow only have indirect effect on the behavior. On the other hand, it has been validated that subjective norm has strong effect on attitude to continue to use the technology mediated by both presence and perceived usefulness. Thus, the findings provide insights for understanding the antecedents for consumers’ adoption of digital live technology and also marketing the digitally mediated live performing arts.

키워드