Theory
一、理論
Innovation diffusion theory by Rogers has long been proven as a reliable framework in the innovation research. Rogers proposed five perceived attributes of innovation that might affect its adoption: relative advantage, compatibility, complexity, trialability, and observability. These concepts in the innovation diffusion theory, particularly relative advantage and complexity, have also been applied to the technology acceptance model.
埃弗雷特·羅傑斯（E.M.Rogers）的創新擴散理論一直是創新研究的可靠框架。羅傑斯提出了五種可能影響適用性的創新屬性：相對優越性、兼容性、複雜性、可實驗性、可觀察性。這些創新擴散理論中的概念，特別是相對優越性和複雜性，也同樣被應用於技術接受模型。
The technology acceptance model (hereafter it is abbreviated as TAM) emphasizes explaining and predicting adoption and usage behaviors in more specific contexts such as information system and new media technologies (Chu & Chu, 2011; Davis, 1989; Venkatesh & Bala, 2008).
技術接受模型（以下簡稱TAM）強調解釋和預測特定語境下的採用和使用行為，例如信息系統和新媒體技術等。
This model claims that perceived usefulness (hereafter it is abbreviated as PU) and perceived ease of use (hereafter it is abbreviated as PEOU) are major factors in predicting the adoption and usage of information technology mediated by attitude and intention (Davis, 1989; Venkatesh & Bala, 2008).
該模型認為，感知有用性（以下簡寫為PU）和感知易用性（以下簡稱為PEOU）是預測信息技術適用性和可用性的主要因素，而這種信息技術是由態度和意圖加以調節的（Davis，1989; Venkatesh ＆Bala，2008）。
PU can be defined as the extent to which a person believes that using a particular technology or system would improve his or her job performance.
感知有用性可以被定義為：使用者相信使用某種技術或系統會增加其工作績效。
PEOU characterizes the degree to which a person believes that using a particular technology or system would be effortless (Davis, 1989).
感知易用性被定義為：使用者認知到某種技術或系統容易使用的程度。
Innovation failure due to user resistance appears in a number of cases. Such innovation sparked resistance when consumers consider a product less familiar than a previous one.Resistance refers to maintaining the status quo in the face of pressure to change and is concerned with how consumers feel threatened about change.
大量案例研究中出現因用戶抗拒力導致的創新失敗的情況。當消費者認為新產品在使用時不如以前的產品熟練時，這種創新引發了抗拒。抗拒是指在面臨改變的壓力下維持現狀，並與消費者面對變革感受到的威脅相關。
Diffusion of innovation can begin only after consumer resistance to the innovation is overcome.
只有在克服其對創新的抗拒之後，才能開始擴散創新。
This study suggests a research model that integrates the technology acceptance model and the theory of innovation resistance and that sheds light on the relationships between PU, PEOU, behavioral intention, and innovation resistance.
本研究提出了一個將技術接受模型和創新抗拒理論相結合的研究模型，揭示了感知有用性，感知易用性，行為意向和創新抗拒間的關係。
Overall, the research model postulates not only the three main constructs of PU, PEOU, and intention to use but also other subordinate constructs that may influence resistance to smart TV. This integrated model has merit over the previous theoretical frameworks and can effectively explain the dynamic nature of adoption better than a simple dichotomous approach (Lee, 2012).
總的來說，研究模型不僅假定感知有用性，感知易用性和使用意向這三個主要結構，而且假設了其他可能影響智能電視抗拒的從屬結構。這種綜合模型比以前的理論框架更有優勢，並且能夠比簡單的二分法更有效地解釋技術採用的動態性（Lee，2012）。
The study explicated factors affecting the adoption of smart TV based on the innovation resistance model (Ram, 1987) and the TAM (Davis, 1989).
該研究根據創新抗拒模型（Ram，1987）和TAM模型（Davis，1989），闡述了影響智能電視使用的因素。
Specifically, this study examined the dynamic process of what factors contribute to the intention to use smart TV by embracing consumers’ behavioral patterns and personality as antecedents of PU and PEOU and by adding the mediating role of resistance.
具體來說，本研究通過考慮將消費者的行為模式和個性作為PU和PEOU的前因，並將抗拒力這一中介變量納入考量，來研究哪些因素促成了智能電視使用意向的動態過程。
Background
二、背景
Smart TV：
Since Google introduced a smart TV in 2010, a number of manufacturers including Panasonic, Sony, LG, and Samsung also have actively developed and introduced smart TV in the market.
智能電視：
自2010年穀歌推出智能電視以來，包括松下，索尼，LG和三星在內的眾多製造商也積極在市場中研發、推廣智能電視。
Smart TV, also referred to as connected TV or hybrid TV, represents an advanced technology that integrates Internet and Web 2.0 features into television sets and set-top boxes and is the result of the technological convergence between computer and TV.
智能電視也被稱為網絡電視或拼合電視，代表了將互聯網和Web 2.0功能集成到電視機和機頂盒中的先進技術，是計算機和電視之間技術融合的結果。
Jupiter Research (2010) predicts that smart TV will be at the heart of all electronics goods and communication devices used in homes.
Jupiter Research（2010）預測，智能電視將成為家庭所使用的電子產品和通信設備的核心。
METHODOLOGY
三、研究方法
An online survey was conducted to collect data during August 2012 among smartphone owners in South Korea.This research employed a construct of reclining watching pattern, which represents habit as one of the presumable key factors affecting PU.
2012年8月，一項針對韓國智能手機用戶進行的在線調查收集了相關數據。本研究採用了斜側觀看模式的觀念，這樣可以凸顯習慣作為影響感知有用性的可能關鍵因素之一。
Respondents are consumers who ready to accept new ways of active TV viewing, but did not have any actual experience with smart TV. Thus, it would be difficult for respondents to understand the full functionality of smart TV.
受訪者是準備接受活躍電視觀看的新方式的消費者，但對智能電視沒有任何實際經驗。因此，受訪者很難理解智能電視的全部功能。
Hypothesis
四、假設
Proposed research model 預測實驗模型
DISCUSSION AND CONCLUSION
五、討論和結論
The empirical results demonstrated that PU was found to be influential in predicting resistance and intention to use smart TV, which were consistent with the previous resistance and TAM literature. PEOU also showed significant impact on reducing resistance, as expected.
實證結果表明，感知有用性對預測智能電視的抗拒力和使用意向有影響，這與之前的創新抗拒理論和TAM模型的文獻相一致。正如預期的那樣，感知易用性也顯示出對降低抗拒力有巨大影響。
Contrary to prior studies, PEOU had a negative impact on PU. Previous researchers argued that the easier the technology is to use, the more useful consumers perceives it, and thus, the more consumers are likely to use the technology. Additionally, mediating role of resistance was identified as significant.
與之前的研究相反，感知易用性對感知有用性有負面影響。以前的研究人員認為，技術越容易使用，就會有越多的消費者認識到它有用，因此越多的消費者可能會使用該技術。除此之外，可以確定抗拒的中介作用是非常重要的。
參考文獻
1.Eun Yu, Ahreum Hong, Junseok Hwang. (2016) A socio-technical analysis of factors affecting the adoption of smart TV in Korea. Computers in Human Behavior 61, pages 89-102.
2.Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS quarterly, 13(3) 319–340.
3.Ram, S. (1987). A model of innovation resistance. Advances in Consumer Research, 14(1), 208–212.
4.Rogers, E. M. (2003). Diffusion of Innovations (5th ed.). New York: The Free Press.
5.Venkatesh, V., & Bala, H. (2008). Technology acceptance model 3 and a research agenda on interventions. Decision Sciences, 39(2), 273–315.
6.Szmigin, I., & Foxall, G. (1998). Three forms of innovation resistance: the case of retail payment methods. Technovation, 18(6), 459–468.
7.Lee, S. (2012). An integrated adoption model for e-books in a mobile environment: Evidence from South Korea. Telematics and Informatics. In press. doi:10.1016/j.tele.2012.01.006.
8. Jupiter Research. (2010). Prospect of STV. Boston, MA: Jupiter Research Inc. KISDI (2013). Korea Information Society Development Institute. KISDI STAT Report. Retrieved from http://www.kisdi.re.kr/
編輯：方亞東
