Asia Pacific Journal of Information Systems (APJIS)

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Past Issue

Date	September 2013
Vol. No.	Vol. 23 No. 3
DOI	http://dx.doi.org/10.14329/apjis.2013.23.3.055
Page	55~76
Title	IPTV in Korea:The Effect of Perceived Interactivity on Trust, Emotion, and Continuous Use Intention
Author	Geena Shin, Joong-Ho Ahn, Taeha Kim
Keyword	IS Usage, IPTV, Perceived Interactivity, Web Experience, Trust, Emotion, Usage Intention
Abstract	The principal objective of the work is to confirm the effects of perceived interactivity, trust, and emotion on intentions to use IPTV service. The empirical investigation into IPTV service users suggests that (i) the percep-tion of interactivity should be directly related with trust, (ii) Users trust should bolster users emotion in a positive or negative aspect, and (iii) such emotion is verified to affect the intention to use IPTV continuously. More specifically, we demonstrate that positive and negative emotions influence user intentions positively and negatively. Additionally, we find that the trust mediates perceived interactivity and emotions, and both trust and emotion mediate the relationship between perceived interactivity and intentions to use IPTV. The work indicates that trust and emotion of users should be considered IS perspective in an attempt to build the intention to use IPTV. IPTV firms should consider in their IPTV design and offering strategy how to enhance positive emotions for user retention and eventually bolster intentions to use IPTV continuously.