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

Authors:
Gwang Jae Kim
Affiliations:
Department of Advertisng, Hanyang Cyber University, 17 Hangdang Dong, Seongdong-Gu, Seoul, 133-791, Korea
Venue:
International Journal of Information Technology and Management
Year:
2011

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Abstract

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).