Research On User Adoption Behavior Of Converging Media

The user adoption behaviors toward the new media draws more and more attentions when the media market convergence phase is coming. Based on the dynamic development of the media convergence, this paper analysed the most important factors which leads the convergence. They are the demand and technology. After comparing the trends of them, we find the future media would be converging media and analyse the key character of it. Then based on the results, this paper integrates the TAM , TRA, Perceived Playfulness theory and advance the integrated theory model. Through SEM analysis, we aims to unveil the internal behavior mechanism of the user adoption behaviors.The explanatory force of the whole model for the behavioral intention arrives at 81.6%. 10 hypothesis of the initial 12 hypothesis in the model are all justified. The findings of this paper indicate the PE has no remarkable influence on the attitude. And also the Perceived Playfulness has no remarkable influence on the PU. In Descending order of the total effect toward to the intention, they are attitude, subjective norm, Perceived media convergence, PE, PU and Perceived playfulness. The attitude and subjective norm have high influence on the use intention. PU is still a more important factor than the PE and Perceived Playfulness which would influence the attitude and intention. PE has no remarkable influence on attitude. The reason maybe is that the young people are teehnology equipped, more innovative and competitive. The perceived media convergence has very high remarkable influence on the PE,PU and Perceived playfulness. And it also has very high remarkable indirect effect on the attitude and intention. And In external variables, the technology innovation is introduced as effective factor. The innovations users pay more attentions to playfulness, but the innovations leaders and the conservative users adoption behaviors are inflenced by the PE.This paper finds the future media and the SEM Empirical analysis proves the theory. It would greatly help the development of the Media Convergence Theory. And it would develop the TAM. The variable Perceived media convergence is very important since it proves the convergence would be the trend of the future media.