An acceptance model for an internet protocol television service in korea with prior experience as a moderator

Hun Choi, Youngchan Kim, Jinwoo Kim

Research output: Contribution to journalArticle

9 Citations (Scopus)


This study examines the effect of users' prior experience on the adoption behaviour in the Internet protocol television (IP TV) service domains. This article proposes a new acceptance model for an IP TV service considering the moderating effect of experience and verifies the model with an empirical study. Respondents are classified into either experienced or inexperienced groups according to their prior experience with the IP TV service. The results indicate that motivational factors used in our study affect behavioural intention. In addition, this study shows that the influence of extrinsic motivational factors on the behavioural intention are stronger for the experienced group than the inexperienced group and the influence of intrinsic motivational factors on the behavioural intention are stronger for the inexperienced group than the experienced group. This article concludes with study implications, as well as limitations and future research directions.

Original languageEnglish
Pages (from-to)1883-1901
Number of pages19
JournalService Industries Journal
Issue number11
Publication statusPublished - 2010 Sep 16


All Science Journal Classification (ASJC) codes

  • Strategy and Management
  • Management of Technology and Innovation

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