수정된 기술수용모델2(TAM2)를 이용한 지상파 DMB 휴대폰의 수용에 영향을 미치는 요인들에 관한 연구

초록

Prior research has focused on the technological elements in examining factors affecting the adoption of new technology. We believe that social influence as social information and normative belief can also give impacts on the adoption of new technology. In this study, we examined individuals’acceptance of terrestrial DMB (t-DMB) phones using Technology Acceptance Model2 which includes social influence as an important predicting factor. We were also interested in examining whether TV elements or phone elements of the t-DMB phone, a convergence medium which contains the characteristics of broadcasting and telecommunication technologies, influence the use of t-DMB phones. The hierarchical regression analyses based on responses from 370 college and graduate students revealed that usefulness and ease of use of t-DMB phones were affected by subjective norm, external and internal motivations of use, relative advantage and interactivity of mobile phones, and mobile phone self-efficacy. It seems that the respondents valued the phone elements of t-DMB phones more than TV elements. Also found was the prior experience of DMB use had positive impacts on the intension to use t-DMB phones in the future.

키워드