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논문검색

기능적 속성을 고려한 DMB 서비스의 채택 결정요인 분석

원문정보

Determinant Factors Including Functional Attributes for Accepting Digital Multimedia Broadcasting Service

김수현

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초록

영어

In this paper we consider the Digital Multimedia Broadcasting (DMB) Service that starts recently in Korea and gains popularity. DMB makes it possible to watch high quality TV programs while we are in motion. The service provider or the service researcher are interested in the factors that influence the user"s choice of new service such as DMB. Understanding the factors make them create the powerful marketing strategies and develop the new service or product that is attractive for users. We therefore find the factors influencing the user"s choice of DMB service, and propose a model for analyzing the relationship between the factors and the intention of buying. The model is based on the Technology Acceptance Model (TAM). We extend the TAM by adding factors including functional attributes of DMB service. We survey the significant functional attributes influencing the intention of buying by using the proposed model.

목차

Abstract
 1. 서론
 2. 이론적 배경
  2.1 디지털멀티미디어방송(DMB)
  2.2 기술수용모형(TAM)
  2.3 기능적 속성을 고려한 기술수용모형
 3. 연구모형 및 가설
  3.1 연구모형
  3.2 연구가설
  3.3 변수의 조작적 정의
  3.4 연구방법
 4. 실증분석
  4.1 신뢰성과 타당성 검증
  4.2 가설 검증
 5. 결론
 참고문헌

저자정보

  • 김수현 Soo-Hyun Kim. 종신회원, 배재대학교 경영학과 교수

참고문헌

자료제공 : 네이버학술정보

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