Indian Journal of Science and Technology
Year: 2015, Volume: 8, Issue: Supplementary 1, Pages: 1-7
HongKun Chin1 and Jae Young Kim2*
1 Department of Journalism and Mass Communication, Kyungnam University, South Korea; [email protected]
2 Department of Advertising & Public Relations, Namseoul University, South Korea; [email protected]
This study confirms the impact of information quality and system quality on consumers’ technology experience, it specifically shows that the perceived quality of content and system were found to have a significant effect on users’ perceived usefulness and perceived enjoyment. In addition, social influences had a positive effect on the intention to use digital media holograms. Using the 200 data points from the initial sample, the three constructs and their indicators were subjected to confirmation through a measurement model in AMOS 4.0. The results showed that the effect of enjoyment on PU yielded a value of –.39 (p<.01), indicating a negative relationship that was in contrast to initial predictions. In addition, the effect of enjoyment on PEOU yielded a value of .29 (p<.01), but the effect of engagement on PEOU yielded a value of –.29 (p<.01), also shown to support the TAM, given that the effect of PU on PEOU was .29 (p<.01). Finally the effect of attitudes toward using digital media holograms on behavioral intentions to use media yielded a value of 34 (p<.01). These findings suggest an extension of the TAM model for convergence technologies. This research advances theory and contributes to the foundation for future research aimed at improving the understanding of users’ adoption behavior of convergence technologies. The research and practice implications are also discussed.
Keywords: Behavioral Intention, Hologram, TAM
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