Earticle

초록

영어

The principal objective of the work is to confirm the effects of perceived interactivity, trust, and emotion on intentions to use IPTV service. The empirical investigation into IPTV service users suggests that (i) the perception of interactivity should be directly related with trust, (ii) Users’ trust should bolster users’ emotion in a positive or negative aspect, and (iii) such emotion is verified to affect the intention to use IPTV continuously. More specifically, we demonstrate that positive and negative emotions influence user intentions positively and negatively. Additionally, we find that the trust mediates perceived interactivity and emotions, and both trust and emotion mediate the relationship between perceived interactivity and intentions to use IPTV. The work indicates that trust and emotion of users should be considered from IS perspective in an attempt to build the intention to use IPTV. IPTV firms should consider in their IPTV design and offering strategy how to enhance positive emotions for user retention and eventually bolster intentions to use IPTV continuously.

목차

Abstract
 Ⅰ. Introduction
 Ⅱ. Research Model
  2.1 Research Model
  2.2 Hypothesis
 Ⅲ. Empirical Approach
  3.1 Definition and Measurement of Construct
  3.2 Research Method and Data Collection
 Ⅳ. Data Analysis
  4.1 Reliability and Validity Analysis
  4.2 Hypothesis Verification
  4.3 Hypothesis Results
 Ⅴ. Conclusions and Implications
  5.1 Conclusions
  5.2 Theoretical Implications
  5.3 Managerial Implications
  5.4 Future Works and Limitations
 References
 Appendix

저자

• Geena Shin [ Senior Director, Economics and Management Research Lab, Korea Telecom ]
• Joong-Ho Ahn [ Professor, Graduate School of Business, Seoul National University ]
• Taeha Kim [ Associate Professor, College of Business Administration, Chung-Ang University ] Corresponding author

참고문헌