Technology Acceptance and Perceived Reliability of Realistic Media Service

Abstract

Convergence environment of broadcasting and telecommunication is emerged as a key part for new business opportunities reassembling value chains consisted of contents, platform, network, and devices. According to the development of information and communication technology, many customers are interested in acceptance and use of realistic media service. This paper examines the influence of technology acceptance and perceived reliability on intention to use realistic media service. A research model is suggested by integrating the original Technology Acceptance Model (TAM) and perceived reliability, which is recognized as an important factor to measure user perception for online media service. In order to analyze the influence of user attitude and perceived reliability on usage intention of customers for realistic media service, this study empirically conducted a survey with data collection of 404 users. The results of data analysis showed that perceived usefulness, perceived ease of use, and perceived reliability influence positively on usage intention of realistic media service. This study provides an insight to complement the prior studies with empirical evidence.