Conceptualising the role of innovation--attributes for examining consumer adoption of entertainment--related innovations

Several enhancements and new features have been introduced in the television entertainment industry to offer the viewers with a high quality viewing experience when it comes to contemporary home entertainment services. Tata SKY’s direct-to-home (DTH) service is one such service that has been recently introduced in the Indian context. For achieving an increased adoption rate of this innovation, it is important to gain an understanding of the behaviour of different factors that influence the potential consumers to form positive intentions about such innovations, in turn attracting them to accept and use of such innovations. This paper, thus aims at developing a theory-based conceptual framework for examining the consumer adoption of entertainment related innovations using the innovationattributes that have been acknowledged in the recent literature as having considerable influences on the acceptance of various innovations. Innovation-attributes from Rogers’ diffusion of innovations theory, Tornatzky and Klein’s meta-analysis, and Moore and Benbasat’s perceived characteristics of innovating theory will be used here to develop a conceptual framework suitable for investigating the adoption of entertainment related innovations

User Adoption of IPTV: A Research Model

The development of Internet Protocol Television (IPTV) is accelerating globally and provides significant revenue opportunities depending on user adoption. Hence, user adoption of IPTV constitutes a field of interest for IPTV providers. This paper extends prior research by proposing a research model for studying the driving forces of users\u27 adoption of IPTV. Examining IPTV as a hedonic IT system, this paper stresses the importance of users\u27 perception of IPTV-specific factors as well as enjoyment for the adoption process, and incorporates a direct link between buying related aspects preceding the intention to use

To Establish Technology Diffusion Strategy in Korean OTT Service Market

학위논문(석사) -- 서울대학교대학원 : 공과대학 협동과정 기술경영·경제·정책전공, 2021.8. 이종수.As the pace of digitization is accelerated and consumers are finding their sources of entertainment from the Internet-based media, the competition in the Over-the-Top (OTT) market is fiercer than ever it has been so far; thus, it is crucial to understand which factor influences consumers’ intention to purchase to establish an effective marketing strategy. This study utilizes discrete choice models to explore how service attributes affect consumer decision and which factor affects the consumers’ valuation process. According to the analysis, the reference-dependent choice model does not show notable enhancement in explanatory power compared to the standard choice modeling approach. This finding stems from the distinguishable traits of the OTT market compared to previous literature’s subjects. Additionally, consumers’ preference structure is analyzed through the hierarchical Bayes logit model according to their innovativeness and other demographic information to explore any significant psychological, socio-demographic factors influencing consumers' preference structure. Through scenario analysis, the significance of price and non-price service features is observed, and it is suggested that Korean OTT operators focus on improving user experience through various service features rather than aggressive price discount strategies. The outcome of this study implies that the model performance of choice models based on behavioral economics do not consistently outperform the classical random utility maximization model; thus, it is essential to understand the context of the target industry ahead of determining which approach to utilize.디지털화 속도가 빨라지고 소비자들은 인터넷 기반 미디어에서 오락 요소를 찾는 경향이 증가하게 되며 OTT 시장의 경쟁은 그 어느 때 보다 치열한 상황이다. 따라서 효과적인 마케팅 전략을 수립하기 위해서는 소비자의 구매 의도에 영향을 미치는 요인을 이해하는 것이 중요하다. 본 연구에서는 이산 선택 모형을 활용하여 서비스 속성이 소비자 결정에 미치는 영향과 소비자의 가치평가에 영향을 미치는 요인을 탐색하였다. 분석에 따르면 행동경제학을 기반으로 한 준거의존 선택모형은 기존 선택모형에 비해 큰 모형 설명력의 향상을 가져오지 못하는 것을 관찰하였다. 소비자 특성에 대한 계층적 베이지안 분석은 인구통계적 특성과 소비자 혁신성 수준에 따라 수행되었으며 이를 통해 소비자 선호구조와 개인별 특성이 가지는 연관성을 탐색하였다. 또한 시나리오 분석을 수행함으로써 콘텐츠67 다양성, 독점 콘텐츠, 스마트 TV 호환성 등 비 가격 요인의 중요성을 실증적으로 관찰하였다. 본 연구의 결과는 한국 OTT 제공 업체가 공격적인 가격정책을 펼치기 보다 소비자 경험을 향상시킬 수 있도록 다양한 서비스 기능들에 집중할 것을 제시하다. 또한 행동경제학을 기반으로 한 준거의존 선택모형은 이전 연구들과는 달리 기존 선택모형보다 항상 우월한 결과를 가져오지 않는 것이 관찰되었고, 이는 연구분석을 진행하기 앞서 해당 산업, 또는 시장의 특성, 생애주기 등을 우선적으로 파악하고 그에 맞는 접근 방식을 사용해야 함을 촉구하였다.Chapter 1. Introduction 1 1.1 Research Background 1 1.2 Approaches and Scope 3 1.3 Research Framework 4 Chapter 2. Literature Review 6 2.1 Previous Studies on Media – Pay-TV and Over-the-Top Services 6 2.2 Prospect Theory and Applications 8 2.3 Previous Studies on Consumer Intention to Adopt Products and Services 10 2.4 Limitation of Previous Literature & the Significance of the Current Study 12 Chapter 3. Research Questions 13 Chapter 4. Methodology 16 4.1 Survey and Data 16 4.1.1 Descriptive Statistics 16 4.1.2 Survey Attributes 17 4.2 Mixed Logit Model Based on Neoclassical Economic Theory 20 4.2.1 Standard Mixed Logit Model 20 4.2.2 The Hierarchical Bayes Logit Model 22 4.3 Reference-dependent Choice Model Based on Behavioral Economic Theory 24 4.3.1 Reference-dependent Choice Model 24 4.3.2 Reference-dependent Choice Models with Different Reference-setting Criteria 26 4.4 Model Selection Criteria 31 Chapter 5. Analysis Results 33 5.1 The Standard Discrete Choice Model 33 5.1.1 Estimation Result of the Mixed Logit Model 33 5.1.2 Estimation Results of the Hierarchical Bayes Logit Model 35 5.2 Reference-dependent Choice Model 39 5.2.1 Estimation Results of Reference-dependent Choice Models 39 5.2.2 Goodness-of-fit Comparison Among the Choice Models 43 Chapter 6. Scenario Analysis 45 6.1 Comparison with Revealed Market Data 45 6.2 Market Share Simulation for Domestic Brands 46 Chapter 7. Implication & Conclusion 52 7.1 Academic Implication 52 7.2 Managerial Implication 53 7.3 Concluding Remark 55 Bibliography 57 Abstract (Korean) 66석

Factors of gratification contributing in continuance intention to watch movies on YouTube

YouTube has leveraged their native sharing properties and making all content digitally available to everyone under the Creative Commons license (ford.digitalsnippets.com, 2010).Thousands of movies have been uploaded to YouTube for free viewings and has affected broadcasting and cinema industry greatly (Brody, 2012).This paper is to share sets of predicted elements in YouTube said to be responsible in gratifying its multi-purposes viewers and instill continuance intentions to use the UGC for movie watching among Malaysians in Klang Valley.This was done by integrating the uses and gratification framework with several disconfirmations of motivations (content, social, process, and technology)

Developing sustainable business models for institutions’ provision of open educational resources: Learning from OpenLearn users’ motivations and experiences

Universities across the globe have, for some time, been exploring the possibilities for achieving public benefit and generating business and visibility through releasing and sharing open educational resources (OER). Many have written about the need to develop sustainable and profitable business models around the production and release of OER. Downes (2006), for example, has questioned the financial sustainability of OER production at scale. Many of the proposed business models focus on OER’s value in generating revenue and detractors of OER have questioned whether they are in competition with formal education. This paper reports on a study intended to broaden the conversation about OER business models to consider the motivations and experiences of OER users as the basis for making a better informed decision about whether OER and formal learning are competitive or complementary with each other. The study focused on OpenLearn - the Open University’s (OU) web-based platform for OER, which hosts hundreds of online courses and videos and is accessed by over 3,000,000 users a year. A large scale survey and follow-up interviews with OpenLearn users worldwide revealed that university provided OER can offer learners a bridge to formal education, allowing them to try out a subject before registering on a formal course and to build confidence in their abilities as learners. In addition, it was found that using OER during formal paid-for study can improve learners’ performance and self-reliance, leading to increased retention and satisfaction with the learning experience

Open educational resources for all? Comparing user motivations and characteristics across The Open University’s iTunes U channel and OpenLearn platform.

With the rise in access to mobile multimedia devices, educational institutions have exploited the iTunes U platform as an additional channel to provide free educational resources with the aim of profile-raising and breaking down barriers to education. For those prepared to invest in content preparation, it is possible to produce interactive, portable material that can be made available globally. Commentators have questioned both the financial implications for platform-specific content production, and the availability of devices for learners to access it (Osborne, 2012). The Open University (OU) makes its free educational resources available on iTunes U and via its web-based open educational resources (OER) platform, OpenLearn. The OU’s OER on iTunes U reached the 60 million download mark in 2013; its OpenLearn platform boasts 27 million unique visitors since 2006. This paper reports the results of a large-scale study of users of the OU’s iTunes U channel and OpenLearn platform. A survey of several thousand users revealed key differences in demographics between those accessing OER via the web and via iTunes U. In addition, the data allowed comparison between three groups: formal learners, informal learners and educators. The study raises questions about whether university-provided OER meet the needs of users and makes recommendations for how content can be modified to suit their needs. As the publishing of OER becomes core to business, we reflect on reasons why understanding users’ motivations and demographics is vital, allowing for needs-led resource provision and content that is adapted to best achieve learner satisfaction, and to deliver institutions’ social mission

A Conceptual Framework for Consumer Information Systems Development

Consumer information systems (CIS) are an emerging area of inquiry for information systems researchers. IS researchers have traditionally emphasized efficiency and effectiveness of organizational processes and system use. However, design for consumer information systems requires more attention to be paid to processes of value creation embedded in the consumer experience. This shift in focus demands a reconsideration of current information systems development approaches. In this paper we propose a conceptual framework for consumer information systems development. The framework includes six elements of co-creation of consumer value. The framework is illustrated by reviewing the findings from three case studies. Available at: https://aisel.aisnet.org/pajais/vol2/iss1/5

イノベーティブ融合サービスの導入と普及に関する研究

学位の種別:論文博士University of Tokyo(東京大学

MODIFIKASI TECHNOLOGY ACCEPTANCE MODEL UNTUK INTERNET TV DI INDONESIA

This study aims to determine the community’s acceptance using of the modification Technology Acceptance Model approach for internet television services. The type of research is descriptive and verification with the descriptive survey method. For operational variables consist of perceived usefulness, perceived enjoyment, perceived quality, attitude, and intention. Data obtained from Indonesia for internet television which is amounting to 213 people. The data were collected using a questionnaire instrument. Questionnaires have been prepared based on indicators of each variable by using Likert’s scale. The result of descriptive analysis showed that Indonesian people accepted internet television services using the modification technology acceptance model approach. The result of CB-SEM showed the model of internet television is quite fit and the hypothesis indicate that perceived usefulness, perceived enjoyment, perceived quality has influence toward intention through attitude in simultaneously and partial.Penelitian ini bertujuan untuk mengetahui penerimaan masyarakat Indonesia mengenai layanan internet tv dengan pendekatan modifikasi Technology Acceptance Model (TAM) dan variabel-variabel yang berpengaruh bagi seseorang untuk menggunakan internet tv tersebut. Jenis penelitian yang digunakan deskriptif dan verifikatif dengan penelitian survey. Untuk operasional variabel penelitian terdiri dari perceived usefulness, perceived enjoyment, perceived quality, attitude, dan intention. Data yang diperoleh dari seluruh pengguna internet Indonesia ialah sebanyak 213 orang. Pengumpulan data dilakukan melalui kuesioner. Kuesioner disusun berdasarkan indikator dari masing-masing variabel menggunakan skala Likert. Hasil analisis deskriptif bahwa masyarakat Indonesia menerima layanan internet tv dengan pendekatan modifikasi TAM dengan variabel-variabel yang meliputi perceived usefulness, perceived enjoyment, perceived quality, attitude, dan intention. Hasil analisis CB-SEM menunjukkan bahwa model layanan internet tv dengan pendekatan modifikasi TAM cukup fit dan hipotesis yang dilakukan menunjukkan bahwa perceived usefulness, perceived enjoyment dan perceived quality berpengaruh positif dan cukup signifikan terhadap intention melalui attitude baik secara parsial maupun simultan