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An empirical investigation of a modified technology acceptance model of IPTV

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Abstract:

This study explores the factors influencing the adoption of IPTV, and tests the applicability of the technology acceptance model (TAM) in a new convergent technology. The behavioural constructs from TAM were tested for predicting user acceptance of IPTV. Structural equation modelling was used to analyse data and to design a theoretical model predicting the individual's intention to adopt IPTV. A modified TAM for IPTV proposes that new constructs determine user-perceived usefulness and enjoyment of using IPTV. Although this study confirms the impact of information quality and system quality on consumers' technology experience, it specifically shows that the perceived quality of content and system were found to have a significant effect on users' perceived usefulness and perceived enjoyment. In addition, social influences had a positive effect on the intention to use IPTV. These findings suggest an extension of the TAM model for convergence technologies. This research advances theory and contributes to the foundation for future research aimed at improving the understanding of users' adoption behaviour of convergence technologies. Implications of these findings for practice and research are examined.

Keywords: IPTV; structural equation model; technology acceptance model; user modelling

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/01449290701814232

Affiliations: College of Information Sciences and Technology, Pennsylvania State University, Reading, PA, USA

Publication date: July 1, 2009

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