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Factors Affecting the Resistance of DTV Adoption ; Combining the Theory of Diffusion of Innovation and Innovation Resistance Model
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3DTV 수용 저항에 영향을 미치는 요인 : 혁신확산이론과 혁신저항모형의 결합

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Type
Academic journal
Author
Hokyu Lee (동국대학교) Sun-Hee Lee (성균관대학교) Byeng-Hee Chang (성균관대학교)
Journal
Korean Association for Broarding & Telecommunication Journal of Broadcasting and Telecommunications Research Wn.80 KCI Accredited Journals
Published
2012.10
Pages
78 - 111 (34page)

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Factors Affecting the Resistance of DTV Adoption ; Combining the Theory of Diffusion of Innovation and Innovation Resistance Model
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Research history (2)

2012

Factors Affecting the Resistance of DTV Adoption ; Combining the Theory of Diffusion of Innovation and Innovation Resistance Model
Hokyu Lee ,  Sun-Hee Lee ,  Byeng-Hee Chang Journal of Broadcasting and Telecommunications Research 2012.10 Academic journal
3DTV 수용저항에 영향을 미치는 요인 : 혁신확산이론과 혁신저항모형의 결합
이호규 ,  장병희 ,  이선희 and others 1 한국언론학회 학술대회 발표논문집 2012.05 Proceeding
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Abstract· Keywords

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The present study focuses on innovation resistance as an alternative way to the current adoption paradigm. Factors affecting the resistance of 3DTV adoption are analyzed by focus group interview and online survey. Considering both innovation resistance model and theory of diffusion of innovation, independent variables such as relative advantage, perceived compatibility, perceived complexity, perceived risk, and perceived inconvenience are used in order to test effects on 3DTV resistance. The present study also adds control variables such as evaluation on the current supply of 3DTV content, expectation for the future supply of 3DTV contents, perceived cost, and need for innovation. In addition, the present study divides resistance as general resistance, ‘3DTV resistance,’ and specific resistance, ‘3DTV purchase resistance,’ and compares differences between the effects on the two types of resistance. The results show that perceived usefulness(－), perceived risk(+), and perceived inconvenience(+) have significant effects on 3DTV resistance. Among control variables, expectation for the future supply of 3DTV contents only affects 3DTV resistance. Similarly with the case of 3DTV resistance, perceived usefulness(-), perceived inconvenience(+) and expectation for the future supply of 3DTV contents affect 3DTV purchase resistance while perceived risk does not affect it significantly.
#3DTV #저항 #혁신저항모형 #지각된 불편성 #지각된 복잡성 #지각된 합치성 #지각된 위험 #지각된 유용성 #Resistance #Innovation resistance model #perceived inconvenience #perceived compatibility #perceived risk #perceived usefulness

Contents

1. 서론
2. 이론적 논의
3. 연구가설 및 연구문제
4. 연구방법
5. 연구결과
6. 논의 및 결론
참고문헌
Abstract

References (8)

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김문선, 김현정, 김문오, 김효진. IPTV 사용자 저항에 관한 연구. 한국전자거래학회지. 2010 dbpia 김윤환, 최영. IPTV 확산의 심리적 저항요인에 관한 연구. 방송통신연구. 2009 dbpia 박윤서, 이승인. 신상품에 대한 수용과 저항의 통합모형. 경영학연구. 2007 dbpia 서문식, 안진우, 이은경, 오대양. 디지털 컨버전스제품 구매회피에 관한 연구. 한국콘텐츠학회논문지. 2009 dbpia 이국세, 문남미. EEG(뇌파)실험을 기반한 3DTV 시각피로도 연구. 한국방송미디어공학회 학술발표대회 논문집. 2011 dbpia

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