인터랙티브 TV광고 수용에 관한 연구 :플로우 이론, 상호작용성, 기술수용모델 확장을 중심으로

초록

The purpose of this study is to know how flow and interactivity have an impact on Interactive TV's advertising based on TAM model. Skillfulness and challenge in flow have an influence on perceved usefulness and perceived easiness. This indicates that easier to control remote is an important factor to use Interactive TV's advertising. On the other hand, control, personification, and participation in interactivity had an influence on perceived usefulness. Perceived usefulness and perceived easiness had an impact on Interactive TV's advertising use intention. In addition, perceived easiness influenced on perceived usefuleness and perceived usefulness influenced on interactive TV's advertising use intention.

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