Customers’ acceptance process and the influence of social norms in the dissemination of smart TV

Abstract

Smart TV services, together with the digital convergence of communications and media technologies, have attracted increasing attention from researchers and practitioners in recent years. This research provided an empirical analysis about a theoretical model of attitude and reuse intention toward smart TV services, integrated technology acceptance and smart TV quality as integrated antecedents of attitude toward smart TV services and examined the relationships among social norms, attitude and reuse intention. For this, a survey of smart TV users was conducted and analyzed the data by using structural equation modeling. The results indicated that perceived usefulness and perceived ease of use had no influence on attitude but that perceived enjoyment had a positive effect on attitude. In addition, service quality, system quality and information quality had positive effects on attitude and social norms had considerable influence on reuse intention. Finally, attitude had a positive effect on reuse intention. These results have important implications for smart TV firms requiring strategic guidelines and a sustainable competitive advantage.