Abstract
At present, the pervasion of cable television (CATV) is over 85% in Taiwan, so that the digitalization of CATV has brought an important influence to the Taiwan television industry. The purposes of this study are to explore the key factors of influencing digital cable television (CDTV) user¡¦s adoptive behavior by technology acceptance model (TAM). An extended TAM incorporating the notion of compatibility, trialability, observability, habits and network externality. Collecting data form one CDTV operators by convenience sampling. This study found that compatibility, trialability, observability, habites are directly positive to the perceived usefulness and perceived ease of use, whereas, the network externality was negative to perceived usefulness and perceived ease of use. In addition, network externality, perceived usefulness and perceived ease of use were directly positive to the behavioral intention to use. This study suggest that CATV operators could especially regard for providing ample and quality digital content and beta test of CDTV and making the CDTV simple to manipulate, while promote CDTV.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0621107-153403 |
| Date | 21 June 2007 |
| Creators | Yang, Tun-chih |
| Contributors | Sean Chen, Sue J. Lin, Y. C. Lee |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0621107-153403 |
| Rights | unrestricted, Copyright information available at source archive |
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