Theory

一、理论

Innovation diffusion theory by Rogers has long been proven as a reliable framework in the innovation research. Rogers proposed five perceived attributes of innovation that might affect its adoption: relative advantage, compatibility, complexity, trialability, and observability. These concepts in the innovation diffusion theory, particularly relative advantage and complexity, have also been applied to the technology acceptance model.

埃弗雷特·罗杰斯（E.M.Rogers）的创新扩散理论一直是创新研究的可靠框架。罗杰斯提出了五种可能影响适用性的创新属性：相对优越性、兼容性、复杂性、可实验性、可观察性。这些创新扩散理论中的概念，特别是相对优越性和复杂性，也同样被应用于技术接受模型。

The technology acceptance model (hereafter it is abbreviated as TAM) emphasizes explaining and predicting adoption and usage behaviors in more specific contexts such as information system and new media technologies (Chu & Chu, 2011; Davis, 1989; Venkatesh & Bala, 2008).

技术接受模型（以下简称TAM）强调解释和预测特定语境下的采用和使用行为，例如信息系统和新媒体技术等。

This model claims that perceived usefulness (hereafter it is abbreviated as PU) and perceived ease of use (hereafter it is abbreviated as PEOU) are major factors in predicting the adoption and usage of information technology mediated by attitude and intention (Davis, 1989; Venkatesh & Bala, 2008).

该模型认为，感知有用性（以下简写为PU）和感知易用性（以下简称为PEOU）是预测信息技术适用性和可用性的主要因素，而这种信息技术是由态度和意图加以调节的（Davis，1989; Venkatesh ＆Bala，2008）。

PU can be defined as the extent to which a person believes that using a particular technology or system would improve his or her job performance.

感知有用性可以被定义为：使用者相信使用某种技术或系统会增加其工作绩效。

PEOU characterizes the degree to which a person believes that using a particular technology or system would be effortless (Davis, 1989).

感知易用性被定义为：使用者认知到某种技术或系统容易使用的程度。

Innovation failure due to user resistance appears in a number of cases. Such innovation sparked resistance when consumers consider a product less familiar than a previous one.Resistance refers to maintaining the status quo in the face of pressure to change and is concerned with how consumers feel threatened about change.

大量案例研究中出现因用户抗拒力导致的创新失败的情况。当消费者认为新产品在使用时不如以前的产品熟练时，这种创新引发了抗拒。抗拒是指在面临改变的压力下维持现状，并与消费者面对变革感受到的威胁相关。

Diffusion of innovation can begin only after consumer resistance to the innovation is overcome.

只有在克服其对创新的抗拒之后，才能开始扩散创新。

This study suggests a research model that integrates the technology acceptance model and the theory of innovation resistance and that sheds light on the relationships between PU, PEOU, behavioral intention, and innovation resistance.

本研究提出了一个将技术接受模型和创新抗拒理论相结合的研究模型，揭示了感知有用性，感知易用性，行为意向和创新抗拒间的关系。

Overall, the research model postulates not only the three main constructs of PU, PEOU, and intention to use but also other subordinate constructs that may influence resistance to smart TV. This integrated model has merit over the previous theoretical frameworks and can effectively explain the dynamic nature of adoption better than a simple dichotomous approach (Lee, 2012).

总的来说，研究模型不仅假定感知有用性，感知易用性和使用意向这三个主要结构，而且假设了其他可能影响智能电视抗拒的从属结构。这种综合模型比以前的理论框架更有优势，并且能够比简单的二分法更有效地解释技术采用的动态性（Lee，2012）。

The study explicated factors affecting the adoption of smart TV based on the innovation resistance model (Ram, 1987) and the TAM (Davis, 1989).

该研究根据创新抗拒模型（Ram，1987）和TAM模型（Davis，1989），阐述了影响智能电视使用的因素。

Specifically, this study examined the dynamic process of what factors contribute to the intention to use smart TV by embracing consumers’ behavioral patterns and personality as antecedents of PU and PEOU and by adding the mediating role of resistance.

具体来说，本研究通过考虑将消费者的行为模式和个性作为PU和PEOU的前因，并将抗拒力这一中介变量纳入考量，来研究哪些因素促成了智能电视使用意向的动态过程。

Background

二、背景

Smart TV：

Since Google introduced a smart TV in 2010, a number of manufacturers including Panasonic, Sony, LG, and Samsung also have actively developed and introduced smart TV in the market.

智能电视：

自2010年谷歌推出智能电视以来，包括松下，索尼，LG和三星在内的众多制造商也积极在市场中研发、推广智能电视。

Smart TV, also referred to as connected TV or hybrid TV, represents an advanced technology that integrates Internet and Web 2.0 features into television sets and set-top boxes and is the result of the technological convergence between computer and TV.

智能电视也被称为网络电视或拼合电视，代表了将互联网和Web 2.0功能集成到电视机和机顶盒中的先进技术，是计算机和电视之间技术融合的结果。

Jupiter Research (2010) predicts that smart TV will be at the heart of all electronics goods and communication devices used in homes.

Jupiter Research（2010）预测，智能电视将成为家庭所使用的电子产品和通信设备的核心。

METHODOLOGY

三、研究方法

An online survey was conducted to collect data during August 2012 among smartphone owners in South Korea.This research employed a construct of reclining watching pattern, which represents habit as one of the presumable key factors affecting PU.

2012年8月，一项针对韩国智能手机用户进行的在线调查收集了相关数据。本研究采用了斜侧观看模式的观念，这样可以凸显习惯作为影响感知有用性的可能关键因素之一。

Respondents are consumers who ready to accept new ways of active TV viewing, but did not have any actual experience with smart TV. Thus, it would be difficult for respondents to understand the full functionality of smart TV.

受访者是准备接受活跃电视观看的新方式的消费者，但对智能电视没有任何实际经验。因此，受访者很难理解智能电视的全部功能。

Hypothesis

四、假设

Proposed research model 预测实验模型

DISCUSSION AND CONCLUSION

五、讨论和结论

The empirical results demonstrated that PU was found to be influential in predicting resistance and intention to use smart TV, which were consistent with the previous resistance and TAM literature. PEOU also showed significant impact on reducing resistance, as expected.

实证结果表明，感知有用性对预测智能电视的抗拒力和使用意向有影响，这与之前的创新抗拒理论和TAM模型的文献相一致。正如预期的那样，感知易用性也显示出对降低抗拒力有巨大影响。

Contrary to prior studies, PEOU had a negative impact on PU. Previous researchers argued that the easier the technology is to use, the more useful consumers perceives it, and thus, the more consumers are likely to use the technology. Additionally, mediating role of resistance was identified as significant.

与之前的研究相反，感知易用性对感知有用性有负面影响。以前的研究人员认为，技术越容易使用，就会有越多的消费者认识到它有用，因此越多的消费者可能会使用该技术。除此之外，可以确定抗拒的中介作用是非常重要的。

参考文献

1.Eun Yu, Ahreum Hong, Junseok Hwang. (2016) A socio-technical analysis of factors affecting the adoption of smart TV in Korea. Computers in Human Behavior 61, pages 89-102.

2.Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13(3) 319–340.

3.Ram, S. (1987). A model of innovation resistance. Advances in Consumer Research, 14(1), 208–212.

4.Rogers, E. M. (2003). Diffusion of Innovations (5th ed.). New York: The Free Press.

5.Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273–315.

6.Szmigin, I., & Foxall, G. (1998). Three forms of innovation resistance: the case of retail payment methods. Technovation, 18(6), 459–468.

7.Lee, S. (2012). An integrated adoption model for e-books in a mobile environment: Evidence from South Korea. Telematics and Informatics. In press. doi:10.1016/j.tele.2012.01.006.

8. Jupiter Research. (2010). Prospect of STV. Boston, MA: Jupiter Research Inc. KISDI (2013). Korea Information Society Development Institute. KISDI STAT Report. Retrieved from http://www.kisdi.re.kr/

编辑：方亚东