Abstract
Purpose: This study explores the characteristics of STV service to empirically examine effects of the services on adoption and usage of STV to lead sustained growth of the STV industry.Methodology/Approach: This study employs structural equation modeling as a quantitative approach, to examine causal relationships between service characteristics and user intentions. The survey collects 212 data only from actual users of STV, who have experienced STV functions or services, in South Korea.Findings: The results of service-oriented model based on extended Technology Acceptance Model (TAM) indicate that ‘interactivity’, ‘content quality’, and ‘simplicity’ as service characteristics influence intention to use STV.Research Limitation/implication: First, the STV industry should establish a distribution structure that generates sufficient profits for content providers as done in Smartphone market. Second, Services of STV should be provided to allow two-way communication and to allow users to engage in active interactions with other users.Originality/Value of paper: This study makes contributions to research on both new products and service adoption by providing richer explanations of the mechanisms acting on the actual use of STV. Given that STV is considered a key appliance for the next generation of social media and smart appliance, our findings offer new directions on how to realize high quality services in the STV industry.
Highlights
Smart TV (STV) is changing the IT and media industry and improving consumers’ lifestyle by promoting home comfort, convenience, security, and entertainment (Yu, Hong and Hwang, 2016)
STV services including interactivity, high content quality, and simple service process provide relative advantages such as social, educational, informational, and commercial functions that are not offered by conventional TV (Bae and Chang, 2012)
STV is likely to evolve as a social platform given its interactivity, which enables users to connect to online communities or social media
Summary
Smart TV (STV) is changing the IT and media industry and improving consumers’ lifestyle by promoting home comfort, convenience, security, and entertainment (Yu, Hong and Hwang, 2016). Bae and Chang (2012) expected STVs will become a smart hub at home by linking smartphone, handheld devices, and computers and controlling electricity, temperature, home security, and other home entertainment systems. With these advantages, STV has become the main device of smart home, expecting rapid market growth (Bae and Chang, 2012). In Korea, according to Korea Telecom, STVs account for more than 50% of the entire TV market share in 2015 (Park and Kim, 2016)
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