How does interactivity contribute to a smart TV user experience?

Authors:
Donghee Shin;Jae-Gil Lee;Hong-seok Yoon;Myunggoon Choi
Affiliations:
Sungkyunkwan University, Seoul, Korea;Sungkyunkwan University, Seoul, Korea;Sungkyunkwan University, Seoul, Korea;Sungkyunkwan University, Seoul, Korea
Venue:
Proceedings of the 8th International Conference on Ubiquitous Information Management and Communication
Year:
2014

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Abstract

With the conceptual model of interactivity, this study empirically investigates the effects of perceived interactivity on the motivations and attitudes toward Smart TV in Korea. A model is created to validate the relationship of perceived interactivity to performance, attitude, and intention. Further, the model examines the mediating roles of perceived interactivity in the effect of performance on attitude toward Smart TV. Empirical evidence supports the mediating role of perceived interactivity. Implications of the findings are discussed in terms of building a theory of interactivity and providing practical insights into developing a user-centered Smart TV interface.