Factors Influencing Smart Device Acceptance in Korea: Application of a Modified Technology Acceptance Model

Abstract

The recent advances in digital media technologies have been applied to smart media that are becoming the main tools for human communication and life throughout the world. They have raised an academic interest in what are the deciding factors for acceptance of new media technologies. This study proposed and analyzed a modified technology acceptance model (TAM) in order to explore determining factors for acceptance of smart devices in Korea. More specifically, the study empirically explored relationships among three categories of variables (external, TAM, and acceptance variables) which were fundamental elements of Davis' TAM model that described and explained the process of smart device acceptance. The external variables included enjoyment, income, and social pressure. The TAM variables were perceived usefulness and ease of use, and the acceptance variables consisted of the degree of acceptance and further acceptance intention. Face-to-face survey interviews were conducted using a sample of 691 respondents who were randomly selected proportionately by controlling the sex, age, and income. After a path analysis of a structural equation model, the following results were found. First, enjoyment was positively related to all the TAM variables and all the acceptance variables. Second, social pressure was positively associated with all the TAM variables and further acceptance intention. Third, income level had a positive relationship with the degree of acceptance. Finally, the TAM variables were still considered to be essential in the model. In conclusion, practitioners and marketers need to emphasize enjoyable traits and social pressure messages to increase the new device acceptance level. In addition, more possible external variables need to be developed and used in future relevant studies. .