earticle

영어

Supposing innovative new TV programs satisfy the needs of viewers, they have become popular and had effects on the behavior intention of viewers. Unlike outdated cooking TV programs, newly emerging cooking shows with professional chefs and famous personalities generate a perception that cooking is fun, easy, useful, and playful. Considering this point, this study investigates the relation of innate consumer innovativeness and domain-specific innovativeness and explores cooking innovativeness effect on the cooking intention by applying the technology acceptance model. The results confirmed that cognitive and sensory innovativeness as innate innovativeness have positive effects on cooking innovativeness as domain-specific innovativeness and cooking innovativeness has positive impacts on perceived ease of use, perceived usefulness and cooking intention. Also, perceived ease of use have positive impacts on perceived usefulness, which have impacts on cooking intention. Thus, viewers with cooking innovativeness realize that proposed recipes are easier and more useful, and then they are willing to use these recipes to cook.