Determining the Antecedents to Use Intention in the Area of Telecommunication-Broadcasting Convergence

The convergence of telecommunication and broadcasting is one of the representative innovative technologies in digital environment. It has recently been empathized as an alternative solution to overcome already saturated telecommunication and broadcasting markets. However, the growth of related service and market cannot reach prior expectation due to the lack of understanding on the real users. Telecommunication technologies support users' instrumental purpose and broadcasting services usually serve their entertainment activities, which have an inherent value. Our research question is which factors influence users' attitude and decision making in the use of convergence services in the area of telecommunication and broadcasting. To access the determinants, we propose hedonic and utilitarian values as intrinsic and extrinsic motivators, and perceived control as internal and external conditions. To verify our model empirically, we have selected the DMB technology, a good example for the distinctive convergence service of telecommunication and broadcasting. In order for the DMB service to differentiate itself from the existing media and create unique benefits as a business model, service providers must develop individually customized contents based on each user's context information and life style and deliver them with the format meeting their hedonic needs and demands.