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https://hdl.handle.net/20.500.14094/90008051
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2024-03-28
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90008051 (fulltext)
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メタデータID
90008051
アクセス権
open access
出版タイプ
Version of Record
タイトル
Understanding interactive user behavior in smart media content service: An integration of TAM and smart service belief factors
著者
著者名
Gao, Biao
著者ID
A1148
研究者ID
1000040225363
KUID
https://kuid-rm-web.ofc.kobe-u.ac.jp/profile/ja.a1bfd0a8d32317d0520e17560c007669.html
著者名
Huang, Lin
黄, リン
コウ, リン
所属機関名
経営学研究科
収録物名
Heliyon
巻(号)
5(12)
ページ
e02983-e02983
出版者
Elsevier
刊行日
2019-12
公開日
2021-03-31
抄録
Smart media combines media and artificial intelligence (AI) and can also be a user-centered content service market. However, existing research lacks an understanding of user's perceptions concerning smart services generated by different user experience types across different payment groups. Taking AI-powered Smart TV (AI TV) as a typical research object, this study (1) develops a theoretical model by integrating the technology acceptance model with users' smart service belief factors and (2) employs the user experience type as an original moderator. Using data from 585 AI TV users, the structural equation modeling analysis suggests that perceived two-way communication, perceived personalization, and perceived co-creation as three belief factors, are important antecedent constructs in the extended technology acceptance model. The analysis also suggests that the user experience type exerts positive moderating effects on two-way communication and personalization to attitude toward behavior and purchase intention. This study thus contributes to the literature on smart service by identifying and studying smart service belief factors. The addition of smart service belief factors as antecedents, as well as user experience type as a moderator, are crucial to expand the generalizability of TAM to the smart media service context. From a customer experience management perspective, this study shows how to convert ad-supported users into new paid subscribers, while keeping existing subscribers by fulfilling their smart service requirements.
キーワード
Business
Psychology
Marketing
Smart media
Technology acceptance model
Two-way communication
Personalization
Co-creation
User experience type
カテゴリ
経営学研究科
学術雑誌論文
権利
© 2019 The Authors. Published by Elsevier Ltd.
This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/BY-NC-ND/4.0/).
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資源タイプ
journal article
言語
English (英語)
eISSN
2405-8440
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関連情報
DOI
https://doi.org/10.1016/j.heliyon.2019.e02983
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