| Home-style information appliances are expected to increase in number and variety rapidly in the near future. User adoption of new technology for information appliances may be different from adoption of other technologies in that the appliances are mainly used at home by consumers who rarely have encountered such technology before.This paper developed a theoretical model of technology adoption specific to high definition interactive TV, a representative example of information appliances, based on prior research regarding general technology acceptance. This paper also conducted a large-scale online survey to test the validity of the proposed model. The results from pretest and pilot studies indicated that measures for the proposed model met content validity, reliability and construct validity. Finally, results from LISREL analysis indicated that three factors influencing behavioral intention were attitude, subjective norm and perceived behavioral control. Attitude was influenced by attitudinal belief, which could be measured by perceived usefulness, trial ability, result demonstrability, image and enjoyment. Subjective norm was influenced by normative belief, which could be measured by belief from family and belief from friends. Perceived behavioral control was influenced by control belief, which could be measured by rapidity of change in technology, cost and ease of use. At last, this paper proposed some suggestion for marketing expanding about high-definition interactive TV. |
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