김효동 김태성 2008-02 6999 https://aurora.ajou.ac.kr/handle/2018.oak/17221 학위논문(석사)----아주대학교 일반대학원 :미디어학과,2008. 2 CHAPTER I INTRODUCTION = 1 CHAPTER II LITERATURE REVIEW = 4 A. Interactivity = 4 B. Expected Interactivity = 7 C. Perceived Similarity = 9 D. Media Use = 10 E. Intention to Adopt = 12 CHAPTER III HYPOTHESES = 13 A. The Influence of Media Use = 13 B. The Influence of Perceived Similarity = 15 C. The Influence of Expected Interactivity = 17 CHAPTER IV METHODS = 19 A. Measurement = 19 B. Pretest = 21 C. Data Analysis = 21 CHAPTER V RESULTS = 25 A. Descriptive Statistics = 25 1. Media Use = 25 2. Perceived Similarity = 26 3. Expected Interactivity = 27 4. Intention to Adopt = 29 B. Results of the Path Analysis = 29 1. Expected Interactivity as an Endogenous Variable (H1 and H3) = 29 2. Adoption Intent as an Endogenous Variables (H2, H4 and H5) = 32 C. Results of the Multiple Regression Analysis = 36 1. RQ1 : Further Analysis of H1a = 36 2. RQ2 : Further Analysis of H3b = 37 3. RQ3 : Further Analysis of H5 = 41 CHAPTER VI DISCUSSION AND CONCLUSION = 43 A. Summary of Findings = 43 B. Discussion = 44 C. Implications = 48 D. Limitations and Future Study = 49 REFERENCES = 51 APPENDIX = 56 eng The Graduate School, Ajou University 아주대학교 논문은 저작권에 의해 보호받습니다. 미디어 이용시간과 인지된 유사성이 ITV의 채택에 미치는 영향 Kim, Tai Seong Thesis 아주대학교 일반대학원 Kim, Tai Seong 일반대학원 미디어학과 2008. 2 Master http://dcoll.ajou.ac.kr:9080/dcollection/jsp/common/DcLoOrgPer.jsp?sItemId=000000006999 ITV Expected Interactivity Perceived Similarity Media Adoption This study is an attempt to examine how expected level of ITV (Interactive TV) interactivity is developed in association with existing media-related factors, and its implications for the intention of ITV adoption. Students at a Korean university (n=100) participated in a survey which was designed to measure similarity between ITV vs. existing media, media use time, expected interactivity, and intention to adopt ITV. A path analysis reveals that adoption intent of ITV is more likely among those who watch TV heavily, find ITV similar to the Internet, and expect ITV to provide more of interactivity. Expected level of ITV interactivity, in particular, is not merely the sole direct predictor of the intention to adopt ITV, but also a mediating variable that facilitates indirect impacts of other variables on adoption intent. Subsequently, multiple regression analyses were conducted for further analyses. As a consequence, consumers appear to be intrigued in the values such as personalization and two-way communication that have not been available with conventional TV. The findings of this study offer pragmatic suggestions for ITV service providers that consumers’ needs and interests should be at the centre of their development process. This study allows the company to understand who its targeting groups are, where they position ITV, and what values they pursue. Companies should consider how to engage consumers more effectively, which leads to expediting diffusion of the new type of service such as ITV. 상호작용성 기대수준을 중심으로