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IPTV 뱅킹 서비스 이용 의도에 영향을 미치는 요인
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저자명
김문선,김문오,김효진,류성렬,Kim. Moon-Sun,Kim. Moon-Oh,Kim. Hyo-Jin,Ryoo. Sung-Yul
간행물명
Journal of information technology applications & management
권/호정보
2009년|16권 2호|pp.79-98 (20 pages)
발행정보
한국데이타베이스학회
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기타
이 논문은 한국과학기술정보연구원과 논문 연계를 통해 무료로 제공되는 원문입니다.
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기타언어초록

IPTV has risen as a new driving force amid concerns against the saturated internet market and gained enormous attention of both the government and industry as niche market. Especially, IPTV banking which is one of the major services, IPTV has risen up recently as another financial service channel. Prior to the expansion of the new technology, this study attempts to predict its success possibility. In order to grasp variables that would effect formation of user intention of potential adopters, and external variables that influence user intention of IPTV banking have been confirmed and studied empirically based on Technology Acceptance Model(TAM). As a result, it was validated that self?efficacy, facilitating condition, social influence, and perceived importance to TV banking needs are the influential variables. Therefore, one may able to find appropriate direction of marketing activities for effective expansion of IPTV banking service through this study. Also, considering the fact that the number of service users has absolute influence over profit determination in the IPTV banking service industry, the study about characteristics and intention of such potential adopters could certainly be significant.