Factors Driving Adoption and Diffusion of Multiscreen Services

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Communication and Technology Interactive Poster Session

Abstract

As convergence technologies undergo swift advancement, multi-screen services are rapidly gaining popularity. The emergence of multi-screen services, and users’ simultaneous and sequential engagement with multiple devices throughout the day, has challenged marketers to develop effective communication strategies. In light of such rapid development, this study analyzes user behavior with regard to multi-screen services, focusing in particular on the antecedents of user intention. It also examines the diffusion model with regard to market dissemination of the multi-screen. A multi-state analytic approach was also proposed, whereby the research model was tested using structural equation modeling; the results were used as inputs for a neural network model to predict multi-screen adoption. The findings indicate that multi-screen quality significantly influences usability, which subsequently affects adoption of the technology. The policy and managerial implications of multi-screen development are discussed based on models of acceptance and diffusion. This study provides in-depth analysis and heuristic data on user drivers, market dynamics, and policy implications within the multi-screen ecosystem.

Authors

• Dong-Hee Shin, Sungkyunkwan U

• Hoyoun Cho, Sungkyunkwan U

• So Jeong Kim, Sungkyunkwan U