Journal of Guangxi Teachers Education University (Philosophy and Social Sciences Edition) ›› 2015, Vol. 51 ›› Issue (2): 170-178.doi: 10.16088/j.issn.1001-6597.2015.02.027

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The Impact of Technology Innovation on Users’ Adoption Behaviors of New Media

LIU Qiang   

  1. School of Economics and Management, Guangxi Normal University, Guilin 541000, China
  • Online:2015-03-10 Published:2018-12-19

Abstract: The innovation characteristics of customers have important impact on the new media’s adoption and spread when the phase of media market convergence is coming. The research method is to take IPTV as the research object, and the workers in the enterprises and institutions as the major sample, and collect 452 effective samples. Based on the sample, the author will put technology innovation as moderator variable into the model and make exploratory factor analysis on the customer technology innovation. The author will make cluster analysis towards the major factors and achieve three major technology innovative clusters. The findings of the comparative analysis of the three major structure equations are as follows. The customers pursuing novelty are more inclined to be influenced by perceived enjoyment. At the same time perceived media convergence has more effect on the behaviors of the novelty pursuing customers. And conservative technology customers as well as innovation-leading customers are more affected by perceived usability factors.

Key words: customer, technology innovation, new media, adoption behaviors

CLC Number: 

  • F014.5
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