Empirical Study of IPTV Diffusion: Comparison between Japan and Korea

Author Name KINUGASA Satoshi  (Bank of Japan) /MOTOHASHI Kazuyuki  (Faculty Fellow, RIETI) /Yeong-Wha SAWNG  (Electronic and Telecommunications Research Institute) /TERADA Shinichiro  (the University of Tokyo)
Creation Date/NO. April 2010 10-E-021
Research Project Empirical Analyses Relating to IT and Productivity
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This study analyzes a diffusion pattern of IPTV (Internet Protocol TV), based on TAM (Technology Acceptance Model). RIETI conducted a household survey of IPTV to understand factors behind advancement of "digital conversion" of Internet and broadcasting services in Japan.

The results of this survey are compared with those of a similar survey in Korea, conducted by ETRI (Electronics and Telecommunications Research Institute). Our structural equation model (SEM) analysis reveals that "ease-of-use" is an important factor in encouraging non IPTV users in both Japan and Korea to adopt it, but that the path from "usefulness" to "adoption" is stronger for Japanese households. Also in relation to IPTV users' intention to use IPTV, Japanese were directly influenced by "usefulness," while Koreans were not.