Abstract
Smart TVs, providing users with the access to abundant number of Internet video contents as well as other ‘smart’ functionalities, are gradually becoming more and more popular within Chinese households. Chinese internet companies and TV manufactures has been actively developing two forms of smart TV, namely embedded smart TVs and smart set-top boxes. The objective of the study is to explore the factors that affect user adoption of both the embedded smart TV and the set-top box and comprehensively analyze the difference in user adoption of the two smart TV forms. We carried out an online survey and collected 245 valid responses. With the help of exploratory factor analysis and hierarchical multiple regression analysis, we built a smart TV user adoption model based on TAM with 6 antecedent factors. The model helps to explain the difference between user adoption of embedded smart TV and smart set-top box and also figured out that perceived usefulness on video functionality is the priority concerns for developing both embedded smart TV and smart set-top box.
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