위성DMB의 수용성에 관한 연구

Abstract

The study defined the DMB-S as a converged-media combining broadcasting and telecommunication. The study was performed to evaluate the expectations and expected satisfaction of DMS-S users to test the effects of these factors on the DMS-S uses (activity) intention. Study results are same as the followings. The first, expectancy factor (gratification sought) of DMB-S service could be classified as portability pursuit, information pursuit, popularity pursuit, individuality pursuit, and leisure pursuit. Portability pursuit and information pursuit indicated easy to use and carry and effortless acquirement of news and information, respectively. Popularity pursuit had intention to use DMB-S due to habit and curiosity. Individuality pursuit aimed to express personality. Leisure pursuit indicated the intention for fun, joy, and motion picture service. Moreover, satisfaction factors (gratification obtained) of DMB-S service could be categorized information satisfaction, portability satisfaction, popularity satisfaction, personality satisfaction, and leisure satisfaction. Information satisfaction meant the easiness of news and information acquirement and various service selections, while portability satisfaction required not to be restricted by time, space to effortlessly carry and use. Popularity satisfaction pursued curiosity fulfillment and new experience. Personality satisfaction tried to express personal characteristics and freshly stimulate the daily life. Leisure satisfaction looked for fun and joy. The second, usability, amusement, and portability of DMB-S had meaningful influence on the persistence usage of DMB-S. In other words, persistent-use-intention was stronger as DMB-S service was more useful and interesting, while it was weaker as the DMB-S service was recognized as easier to use and understand. Moreover, information pursuit, portability pursuit, information satisfaction, and personality satisfaction of DMB-S users affected the DMB-S use (activity) intention. Use intention was higher as users pursued more information and portability via DMB-S service and it also increased if information and personality was satisfied through DMB-S.