In 2015, total sales of broadcasting industry surged 5.3 percent compared to 2014 and amounted were approximately up to 16.6 trillion. Also, the export of terrestrial broadcasting companies and program providers have a tendency to increase steadily. From 2010 to 2014, average annual export rate of program providers increases by 66.1
percent. Cook show is one of the most popular TV program produced by program providers in broadcasting industry.
Since innovative TV programs satisfying the needs of viewers, they have become popular and have significantly affected on the behavior intention of viewers. Unlike old or traditional cooking TV programs, newly emerging cook shows with professional chefs and famous personalities generate a perception that cooking is fun, easy, useful, and playful. In the regard, this study investigates the relations of consumer innovativeness, trust, playfulness, perceived ease of use, perceived usefulness, cooking intention and recommendation intention of cook show. The samples consist of 406 survey data drawn from viewers of Cook Show. The data were analyzed by SPSS 22.0 and AMOS 22.0. According to the results of the reliability and validity test, all were found reliable, and all items were included. The test using structural equation modeling supports 14 of 16 hypotheses.
This study suggested that cognitive innovativeness and sensory innovativeness have positive effects on trust and playfulness. Trust has no effect on perceived usefulness but a positive effect on perceived ease of use. The playfulness has positive impacts on perceived ease of use
and perceived usefulness. Also, perceived ease of use has positive impacts on perceived usefulness and cooking intention. Perceived usefulness have impacts on cooking intention. Thus, whom proposed recipes are easier and more useful, and then viewers are willing to use these recipes to cook. Finally, antecedents of recommendation intention on cook show are trust, playfulness, perceived usefulness, and cooking intention.
This study suggests some implications to provide in-depth insights for effects of consumer innovativeness on the new skill adoption and recommendation intention on TV programs.
First, this results show that producers of the TV programs need to consider their consumer (viewer) innovativeness, trust, playfulness, perceived ease of use and usefulness for success of their programs. Cognitive and sensory innovativeness are core factors on trust and
playfulness of cook show. Also, trust and playfulness have positive impacts on recommendation intention of TV program.
Second, some previous studies using TAM suggested mainly adoption intention of information technology. On the other hand, this study applied TAM to adoption intention of cooking skill which is quite unlike the information technology. Specifically, perceived ease of use and perceived usefulness have directly positive effects on cooking intention. As previous researches, these two constructs are core determinants of individuals’
intention to cooking. This implies that if viewers perceive recipes easy and useful, they will have more positive intention to cooking in real life. Ultimately this behavior intention will have impacts on recommendation intention on TV program. Therefore, This results show that viewers consider perceived ease of use and perceived usefulness as important factors when adopting a new skill.
The limitations of this study are to be restricted to Korean consumers and to disregard the additional adoption factors such as motive, satisfaction, and self-efficacy. Thus, future studies extend other countries and consider other additional factors. Since TV program need to gain higher audience rating, recommendation intention is important factor to the persons concerned in TV program. Future studies also consider this factor as outcome measures. Finally, to measure suitable constructs, systematic questionnaire should be established.