An acceptance model for an Internet protocol television service in Korea with prior experience as a moderator

Hun Choi, Youngchan Kim and Jinwoo Kim

The Service Industries Journal, 2008, vol. 30, issue 11, 1883-1901

Abstract: This study examines the effect of users' prior experience on the adoption behaviour in the Internet protocol television (IP TV) service domains. This article proposes a new acceptance model for an IP TV service considering the moderating effect of experience and verifies the model with an empirical study. Respondents are classified into either experienced or inexperienced groups according to their prior experience with the IP TV service. The results indicate that motivational factors used in our study affect behavioural intention. In addition, this study shows that the influence of extrinsic motivational factors on the behavioural intention are stronger for the experienced group than the inexperienced group and the influence of intrinsic motivational factors on the behavioural intention are stronger for the inexperienced group than the experienced group. This article concludes with study implications, as well as limitations and future research directions.

Date: 2008
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DOI: 10.1080/02642060802627178

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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