[논문]Combined Model of Technology Acceptance and Innovation Diffusion Theory for Adoption of Smartwatch

Choe, Min-Ji; Noh, Ghee-Young

doi:10.5392/ijoc.2018.14.3.032

Combined Model of Technology Acceptance and Innovation Diffusion Theory for Adoption of Smartwatch 원문보기

International journal of contents, v.14 no.3, 2018년, pp.32 - 38

Choe, Min-Ji (Dept. of Interaction Design, Graduate School Hallym University) , Noh, Ghee-Young (School of Media Communication Hallym University)

Abstract ▼ AI-Helper

This study examined the factors influencing the intention to use smartwatches using the integrated model of technology acceptance model (TAM) and innovation diffusion theory (IDT). An online survey was conducted and the data were analyzed using the structural equation modeling (SEM). The results showed that the research model had an acceptable fit, and all paths, except for the one from the perceived ease of use to the intention to use, were supported. Regarding paths from IDT to TAM, it was observed that higher the compatibility, the users perceived greater usefulness. Additionally, both observability and trialability influenced the perceived ease of use. However, perceived ease of use affected the intention only through the mediated effect of perceived usefulness. The implication of the study lies on the major focus on the effects of users' perceptions regarding innovative characteristics of smartwatches on the intention to adopt and attempted to increase the explanatory power of the TAM and IDT by combining both.

주제어

표/그림 (8)

그림 Fig. 1. Combined Model of IDT and TAM
그림 Fig. 2. Proposed Model
표 Table 1. Questionnaire Items
표 Table 2. Descriptive Statistics
표 Table 3. Results of Measurement Model
표 Table 4. Discriminant Validity Results
그림 Fig. 3. Results of Hypothesis Testing
표 Table 5. Hypothesis Testing

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문제 정의

In addition, since a smartwatch is a device that is used in conjunction with a smartphone, it is necessary to focus on how innovative characteristics of smartwatches can affect consumers’ perceptions of the technology and adoption. Therefore, this study suggests integration of the technology acceptance model (TAM) and innovation diffusion theory (IDT) by focusing on perceived innovative factors of a smartwatch.

가설 설정

H1: Perceived ease of use (PE) of using smartwatches will exert a significant influence on perceived usefulness (PU) of using smartwatches.
H2: Perceived usefulness (PU) of using smartwatches will exert a significant influence on the intention to use (INT) smartwatches.
H3: Perceived ease of use (PE) of using smartwatches will exert a significant influence on the intention to use (INT) smartwatches.
H4: Compatibility (CMP) of using smartwatches will exert a significant influence on perceived usefulness (PU) of using smartwatches.
H5: Observability (OSV) of using smartwatches will exert a significant influence on perceived ease of use (PE) of using smartwatches.
H6: Trialability (TRI) of using smartwatches will exert a significant influence on perceived ease of use (PE) of using smartwatches.
In terms of IDT, the higher the compatibility, the greater the likelihood of using a smartwatch through the mediation of perceived usefulness (H4). This result is in line with Oh and colleagues’ claim [18] which suggest that compatibility does not solely influence the acceptance of innovation.

제안 방법

Items were adopted from existing previous studies and modified slightly to reflect the context of smartwatch use. Respondents were required to answer using a five-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree).
The following indices are presented in this study: the ratio of χ2 to its degree of freedom (χ2/df), the standardized root mean residual (SRMR), goodness-of-fit index (GFI), normed fit index (NFI), Tucker-Lewis index (TLI), comparative fit index (CFI), and the root mean squared error of approximation (RMSEA).
It has been pointed out that the TAM is a fairly simple model that overlooks external factors affecting PU and PE [8]. Therefore, purposes of this study are to identify the factors influencing the adoption of innovation as external variables and determine how these factors affect the intention to use a smartwatch through two cognitive factors of the TAM.
This study established a structural model to determine how latent variables such as compatibility, observability, trialability, perceived usefulness, and perceived ease of use affect the behavioral intention using the method of maximum likelihood estimate. Overall, model fit indices showed that the structural model in this study had an acceptable level of model fit (χ²/df = 9.
This study investigated the effects of five latent variables (i.e., compatibility, observability, trialability, perceived usefulness, and perceived ease of use) on the intention to use regarding a smartwatch through a structural equation modeling (SEM). Fig.
For this reason, it should not include all perceived characteristics in the same layer. Thus, this study has integrated constructs of IDT into the TAM to divide perceptions of users into two layers like Fig. 1.
Thus, this study only includes three perceived characteristics of innovating in IDT—compatibility, observability, and trialability—and integrated these into the TAM.
Thus, to improve the explanatory power of the TAM, this study aims to elaborate regarding the acceptance model by adding external variables. It has been pointed out that the TAM is a fairly simple model that overlooks external factors affecting PU and PE [8].
To examine factors affect the intention to use a smartwatch, this study focused on perceived characteristics of innovation and suggested the combined model of the technology acceptance model (TAM) and innovation diffusion theory (IDT), which are complementary each other.

대상 데이터

The sample consisted of 767 (51.1%) male and 733 (49.9%) female. They were collected from a Korean population aged between 20 and 59 years and the mean age was 40.

이론/모형

2 shows a proposed model of the study. The maximum likelihood estimation method was used to verify the appropriateness of the structural model.

성능/효과

Based on the results of hypothesis testing of the TAM variables, PE was found to have a significant influence on PU (H1: β = .31, t = 15.52, p < .00), and PU significantly affected INT (H2: β = .75, t = 25.70, p < .00).
Wu and colleagues [21] also integrated IDT into the TAM to understand factors that influence INT regarding mobile healthcare. Based on these studies, this study assumed that the combination of IDT and TAM can be applied to acceptance of a smartwatch.
In this study, the proposed measurement model has a good fit (χ2/df = 8.65; SRMR = .04; GFI = .89; NFI = .95; TLI = .95; CFI = .96; RMSEA = .07).
Overall, model fit indices showed that the structural model in this study had an acceptable level of model fit (χ2/df = 9.96; SRMR = .07; GFI = .88; NFI = .94; TLI = .94; CFI = .95; RMSEA = .07).

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