Journal
INFORMATION COMMUNICATION & SOCIETY
Volume 16, Issue 6, Pages 918-944Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.1080/1369118X.2012.744073
Keywords
N-Screen; multi-screen strategy; cloud service; consumer behaviour; mobile services
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In this study, consumer behaviours and experiences with regard to N-Screen are analysed, with a particular focus on the antecedents of consumer intentions. Using a combined model of Diffusion of Innovation theory and the Technology Acceptance Model (TAM), N-Screen acceptance was empirically investigated based on usability and diffusion factors. The results show that the diffusion factors of N-Screen significantly influence the usability, which subsequently affects adoption of the technology. The policy and managerial implications of the model for N-Screen are discussed. This study ultimately provides an in-depth analysis and heuristic data on consumer drivers, market dynamics, and policy implications within the N-Screen ecosystem.
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