기술수용모델을 이용한 디지털 케이블 TV 수용결정 요인에 관한 연구

Abstract

The digitalization of Cable TV has set a foreground by offering new opportunities to its industry. The Digital Cable TV is at the center of attention as a leading medium for the next generation’s communication market for its versatile function of having both TV communication and Internet functions. Furthermore, there have been discourses on Digital Cable TV, which focused on its convenience, swift channel change and high definition TV quality. According to the survey on the factors that decided people’s usage of Digital Cable TV, the users firmly stated their satisfied review on the TV’s quality. Particularly, Digital Cable TV regards the user’s opinion on its accessibility and appeal of the interactive TV based on the Technology Acceptance Model. Digital Cable TV consists sundry channels with two-way communication broadcasting, and features such as pay per view and video on demand. The Technology Acceptance Model(TAM) is developed to learn the process of acquiring a new technology based on the previous behavior theory. This model is especially appropriate for identifying the elements and the factors taken into consideration for the technology, which is the Digital Cable TV. The three categories are frequently acknowledged in the current TAM for factors such as individual, social, and medium. The result of this analysis can be summed up in four distinct categories. Firstly, the innovative individuality does not appear to be significant in its usage. Therefore, the individual preference is the primary factor that partly affects its recognized simplicity and usefulness. Secondly, the social factor is influenced by the perceived practicability. For example, if the usage or appreciation of highly defined Digital Cable TV enumerates among the users, one may recognize it as a useful medium as well. Thirdly, the advertisement based on the characteristics of the medium affects the response of the consumers on Digital Cable TV. If customers positively transform view on Digital Cable TV, it may be because of its reflection on the media, which strikingly an appeal to people’s thought by evoking them to reconsider its usage. In conclusion, all these factors - individual, social, and the medium factors- generally depict the profound interrelationship in the acceptance of Digital Cable TV. This result is significant in that it identifies the preceding factors based on a concept of TAM in the process of understanding Digital Cable TV.