The Effects of Anticipated Regret on User’s Acceptance of Digital Convergence Appliance

• 발행기관: 한국자료분석학회
• 저자명: Chang-Gyu Oh
• 간행물 정보: 『Journal of The Korean Data Analysis Society (JKDAS)』Vol.14 No.3, 1153~1167쪽, 전체 15쪽
• 주제분류: 자연과학 > 통계학
• 파일형태: PDF
• 발행일자: 2012.06.30

영문 초록

The purpose of this study is to investigate which factor is more primarily influenced by utilitarian aspects and hedonic values, when users adopt digital convergence with various attributes. And it is also to evaluate whether the negative emotion (anticipated regret), directly affects behavioral intention (as an antecedent) or whether it moderates the effects of utilitarian and/or hedonic variables on behavioral intention (as a moderator). Based on literature review, the theoretical hypotheses were developed to test the proposed model using structural equation model. The results demonstrated that when users accept digital convergence, both utilitarian and hedonic value influence the behavioral intention. And the anticipated regret changes the effects of the above constructs on behavioral intention. Users who perceive higher anticipated regret will be affected by how playful it can be used. However, when users perceived low anticipated regret, managers have to focus on communicating usefulness of the digital convergence.

목차

1. Introduction

2. Theoretical Background

3. Research Method

4. Results

5. Conclusions and Discussion

Reference

키워드

Digital convergence Utilitarian aspects Hedonic aspects Anticipated regret