Abstract
Convergence diffuses new business models and derives significant changes across global industrial activities. As such, convergence is emerging as a hot issue within IT industries nowadays. Particularly, digital convergence is creating yet another distinct blue ocean, as computers are evolving from their combination with communications to their combination with broadcasting and communications involving media contents. The objective of this study is to examine the differentiated characteristics of IT convergence service vis-à-vis the exiting IT service from the viewpoint of service providers and service users, and to define the cultural difference between the two nations (South Korea and Japan) based on Hofstede’s cultural model (2001, 2005). Thus, using (1989) TAM (Technology Acceptance Model) theory, represented by IS adaption and use, and (2003) IS success model, this study developed a research model in the form of a structural equation. This model is based conceptually on the viewpoint of (1992, 2003) acceptance and diffusion, and on the viewpoint of (2002) use and diffusion, and was designed based on theory of reasoned action and theory of planned behavior considering the service user’s personal attitude and behavior elements. In order to perform a statistical verification of this research model, the representative analysis tool for a structural equation, the partial least squares method, was used. As a result of such statistical analysis, it was confirmed that that there was a significant change in consumers’ perception and behaviors regarding the acceptance and diffusion of innovations according to cultural difference between the two nations. In addition, subsequent diverse implications were derived, and as such, this study made a significant contribution to the development of future research on convergence innovation services.
Similar content being viewed by others
References
Adner, R., Levinthal, D.A.: Technology speciation and the path of emerging technologies. In: Day, G.S., Schoemaker, P.J.H., Gunther, R.E. (eds.) Wharton on Managing Emerging Technologies, pp. 57–74. Wiley, New York (2000)
Ajzen, I.: Theory of plannned behavior. Org. Behav. Hum. Decis. Process. 50(2), 179–211 (1991)
Altgeld J., Zeeman J.D.: Whitepaper IPTV/VoD: The IPTV/VoD challenge-Upcoming business models, IBM Paper for the International Engineering Consortium(IEC) (2007).
Bonometti, R.: Cost-effective strategies for technology and product developments. J. Glob. Compet. 10(1), 124–131 (2002)
Chin, W.: The partial least squares approach to structural equation modeling. In: Marcoulides, G.M. (ed.) Modern Methods for Business Research, pp. 295–336. Lawrence Erlbaum, Mahwah (1998)
Davis, F.D.: Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quart. 13(3), 318–339 (1989)
DeLone, W.H., McLean, E.R.: Information systems success: the quest for the dependent variable. Inf. Syst. Res. 3(1), 60–95 (1992)
DeLone, W.H., McLean, E.R.: he DeLone and McLean model of information systems success: a ten-year update. J. Manag. Inf. Syst. 19(4), 9–30 (2003)
De Mooij, M., Hofstede, G.: Convergence and divergence in consumer behavior: implications for international retailing. J. Retail. 78, 61–69 (2002)
De Mooij, M.: Global Marketing and Advertising: Understanding Cultural Paradoxes, 3rd edn. Sage, Thousand Oaks (2010)
Dickerson, M.D., Gentry, J.W.: Characteristics of adopters and non-adopters of home computers. J. Consum. Res. 10(3), 225–235 (1983)
Duysters, G., Haagedorn, J.: Technological convergence in the IT industry: the role of strategic technology alliances and technological competencies. Int. J. Econ. Bus. 5, 355–368 (1998)
Eurostat: How Europeans Spend Their Time. European Commission, Brussels (2002)
Fishbein, M., Ajzen, I.: Belief, Attitude, Intention and Behaviour: An Introduction to Theory and Research. Addison-Wesley, Boston (1975)
Fornell, C., Larcker, D.F.: Evaluating structural equations with unobservable variables and measurement error. J. Mark. Res. 18, 39–50 (1981)
Gatignon, H., Thomas, S.R.: A propositional Inventory for new diffusion research. J. Consum. Res. 11, 849–867 (1985)
Gefen, D., Karahanna, E., Straub, D.W.: Trust and TAM in online shopping: an integrated model. MIS Quart. 27(1), 51–90 (2003)
Gerard, J.T., Eden, Y., Simon, B.: Global consumer innovativeness: cross-country differences and demographic commonalities. J. Int. Mark. 17(2), 1–22 (2009)
Hair Jr, J.F., Anderson, R.E., Tatham, R.L., Black, W.C.: Multivariate Data Analysis, 5th edn. Prentice-Hall, Upper Saddle River (1998)
Hall, E.T.: Beyond Culture. Anchor, Garden City (1976)
Han, E.J., Suh, B.M.: Competitive analysis among iteractive broadcasting media in Korea affected by the introduction of IPTV : adopting the Niche theory. J. Soc. e-Bus. Stud. 15(4), 219–244 (2010)
Harmer, T.: Gridcast : a next generation broadcast infrastructure? Cluster computing. J. Netw. Softw. Tools Appl. 10(3), 277–285 (2007)
Harris, L.C., Goode, M.M.H.: The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. J. Retail. 80, 139–158 (2004)
Hofstede, G.: Culture’s Consequences, 2nd edn. Sage, Thousand Oaks (2001)
Hofstede, G., McCrae, R.R.: Personality and culture revisited: linking traits and dimensions of culture. Cross-Cult. Res. 38(1), 52–88 (2004)
Hofstede, G., Hofstede, G.J.: Cultures and Organizations. Software of the Mind, 2nd edn. McGraw-Hill, New York (2005)
Hofstede, G.: The GLOBE debate: back to relevance. J. Int. Bus. Stud. 41, 1339–1346 (2010)
Hofstede, G., Hofstede, G.J., Minkov, M.: Cultures and Organizations: Software of the Mind, 3rd edn. McGraw-Hill, New York (2010)
John, R.C.: Institutional economics. Am. Econ. Rev. 21, 648–657 (1931)
Kluckhohn, F.R., Strodtbeck, F.L.: Variations in Value Orientations. Greenwood Press, Westport (1961)
Lederer, A.L., Maupin, D.J., Sens, M.P., Zhuang, Y.: The technology acceptance model and the World Wide Web. Decis. Support Syst. 29, 269–282 (2000)
Marios, K.: Applying the technology acceptance model and flow theory to online consumer behavior. Inf. Syst. Res. 13(2), 205–223 (2002)
Melinda, L.A., Ray, L.B., Michael, K.B.: The effect of incentives on customer evaluations of service bundles. J. Bus. Res. 63(1), 71–76 (2010)
Mick, D., Fournier, S.: New product diffusion models in marketing: a review and direction for research. J. Mark. 54, 1–26 (1998)
Moore, G.: Crossing the Chasm. Harper Business, New York (1991)
Moore, G.C., Benbasat, I.: Development of an instrument to measure the perceptions of adopting an information technology innovation. Inf. Syst. Res. 2(3), 173–191 (1991)
Nguyen, T.-D., Nguyen, M.V., Huh, E.-N.: Improving the performance of data center with real-time service image placement in mobile cloud environment, Cluster computing, J. Netw. Softw. Tools Appl. (2013). doi:10.1007/s10586-013-0324-15
Parasuraman, A., Zeithaml, V.H., Berry, L.L.: Reassessment of expectations as a comparison standard in measuring service quality: implications for further research. J. Mark. 58(1), 111–124 (1994)
Parsons, T., Shils, E.A.: Toward a General Theory of Action. Harvard University Press, Cambridge (1951)
Peter, J.: Reliability: a review of psychometric basics and recent marketing practices. J. Mark. Res. 16, 6–17 (1981)
Robertson, T.S.: Innovative Behaviour and Communication. Holt, Rinehart & Winston, New York (1971)
Rogers, E.M., Cartano, D.G.: Methods of measuring opinion leadership. Public Opin. Quart. 26, 435–441 (1962)
Rogers, E.M.: Diffusion of Innovation, 4th edn. The Free Press, New York (1995)
Rogers, E.M.: Diffusion of Innovations, 5th edn. The Free Press, New York (2003)
Rosanna, G., Roger, C.: A critical look at technological innovation typology and innovativeness terminology: a literature review. J. Prod. Innov. Manag. 19, 110–132 (2002)
Shih, C.F., Venkatesh, A.: Beyond adoption: development and application of a use-diffusion model. J. Mark. 68, 59–72 (2004)
Tellis, G.J., Stremersch, S., Yin, E.: The international take-off of new products: the role of economics, culture, and country innovativeness. Mark. Sci. 22(2), 188–208 (2003)
Tung, G.S., Kuo, C.J., Kuo, Y.T.: Promotion, switching barriers, and loyalty. Aust. J. Bus. Manag. Res. 1(2), 30–44 (2011)
Yeniurt, S., Townsend, J.D.: Does culture explain acceptance of new products in a country? Int. Mark. Rev. 20(4), 377–396 (2003)
Acknowledgments
This paper was supported by Konkuk University in 2013.
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Sawng, YW., Lee, J. & Motohashi, K. Digital convergence service from the viewpoint of provider and user factors using technology acceptance and diffusion model. Cluster Comput 18, 293–308 (2015). https://doi.org/10.1007/s10586-014-0347-2
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s10586-014-0347-2