The current research has extended the TAM model and examined the applicability of TAM into a context of smart TV usage intention. The purpose of this study is to extend the TAM model to explore the factors that affect intention to use smart TV. By tho...

The current research has extended the TAM model and examined the applicability of TAM into a context of smart TV usage intention. The purpose of this study is to extend the TAM model to explore the factors that affect intention to use smart TV. By thoroughly looking into previous research on the TAM model, we identified four different factors, which are, namely, the smart TV selling price, smart TV quality, smart TV function, and individual innovation. Built upon the TAM model, this study attempted (1) to examine how those four variables are related to perceived ease of use; (2) to investigate the direct relationship between perceived ease of use and intention to use smart TV; and (3) to verify whether a role of perceived ease of use is played as a mediating variable between those four factors and intention to use smart TV. For data collection, the target population comprises of Chinese consumers in this study. Excluding inappropriate responses, 221 responses were used for analysis in our study. Hierarchical regression analysis was conducted to to test the hypotheses of our study. SPSS 20.0 is used in this study for statistical data processing.
The results of this study revealed that, among the four variables, smart TV quality, smart TV function, and individual innovation are only shown statistically significant in the relation with perceived ease of use. The findings also confirmed the direct effects of smart TV quality, smart TV function, and individual innovation on usage intention. Finally, the results also showed a direct effect of perceived ease of use on usage intention.
This research has several limitations and further research is needed to address them. First, employing cross-sectional survey data-sets does not effectively test the cause-effect relationships of the hypotheses. Moreover, it is worth examining the model using data from different countries at different levels of economic development in general so as to better generalize the research findings.
This is organized as follows. A literature review appears in Section 2. Section 3 provides our hypotheses and research model. Section 4 deals with methodology, survey development, and data collection and analysis. Section 5 shows the results of empirical analysis and hypotheses test. Finally, Section 6 presents a summary of the study, implications, and limitations.

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