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- W2275495659 abstract "This study started from the intention to develop the persuasive theory Model explaining the adoption process of Digital Multimedia Broadcasting(DMB).DMB service were unveiled in Korea on December 1,2005, marking the beginning of a full-fledged mobile TV era for the country. I established hypothesis under the objectives of study such as which factors explain such adoption process most properly and how it can be structured based Expanded Technology Acceptance Model(ETAM). the results of hypothesis test for each, first, the application possibility of TAM establish in this study, was found to be supported through fit index of structural equation model(SEM). Second, 4 factors, social-cultural influence, perceived price, network externalities, and consumer’s innovativeness, was derived as the persuasive external factors that can expand TAM in explaining adoption of DMB. Both social-cultural influence and consumer’s innovativeness was revealed that each of all relation in variables have a significant influence. But perceived price and network externalities, are revealed that had a significant influence partially." @default.
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- W2275495659 date "2009-10-01" @default.
- W2275495659 modified "2023-09-24" @default.
- W2275495659 title "Development of Acceptance Model in Digital Multimedia Broadcasting" @default.
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