혁신의 유형 및 전 단계 유사 서비스 이용행동이스마트TV 수용에 미치는 영향

In the current research, we examined the effects of consumers' perception of smart TV's innovation types andtheir usage experience in smart TV's pre-stage service (i.e., IPTV) on consumer adoption of smart TVs. SmartTV's innovation was classified as three types of innovation: UI/UX(User Interface/User Experience) innovation,contents innovation, and hardware innovation. Such factors as consumers' usage rate of IPTV's basic/innovativefunctions and their usage variety of IPTV's innovative functions were considered as consumers' usage behaviorof smart TV's pre-stage service. Both purchase intention and purchase timing measures were used to identifyconsumer adoption intention of smart TVs. Moreover, we examined the impacts of consumers' personalcharacteristics (i.e., innovativeness and social influence) on consumer adoption of smart TVs. Surveyquestionnaires were completed by 395 respondents. Hierarchical regression analysis was used to test therelationships between variables. Finally, we discussed the theoretical and practical implications of our findingsand developed directions for future research. KCI Citation Count: 1