The analysis of antecedents for the Video Telephony Service adoption: From the Value-based perspective

Korean Telecommunications Industry has a large scale market and boasts on high service quality and high technologies enough to provide the Video Telephony Service (VTS) satisfactorily. For many years, Korean telephone companies have been investing enormous sums to advertise their services widely and to allow their customers to change their cell phones for the third-generation (3G) devices indispensable for the service. However, despite their efforts, the VTS adoption rate in Korea is very low and it seems that customers seldom feel the necessity to use. From this viewpoint, it becomes necessary to find the antecedents influencing the intention to use for the VTS empirically. For this purpose, we proposed several hypotheses from the perspective of the Value-based Adoption Model (VAM). VAM is a conceptual model suggested to overcome some limitations of the Technology Acceptance Model (TAM) in explaining the adoption of new Information and Communication Technology (ICT) such as Mobile Internet where customers play the role of service consumer rather than simply technology users. We conducted a survey on 125 samples and found that customers perceive the value of VTS when they can recognize the service is functionally useful (Perceived Usefulness) and when they feel they can put themselves forward by using it (Self-Expression). On the other hand, the other factors including Technical Complexity, Privacy Concern and Perceived Price (Fee) don't have statistically significant influences on the Perceived Value of VTS.