Empirical Study of IPTV Diffusion: Comparison between Japan and Korea

This study analyzes a diffusion pattern of IPTV (Internet Protocol TV), based on TAM (Technology Acceptance Model). RIETI conducted a household survey of IPTV to understand factors behind advancement of "digital conversion " of Internet and broadcasting services in Japan. The results of this survey are compared with those of a similar survey in Korea, conducted by ETRI (Electronics and Telecommunications Research Institute). Our structural equation model (SEM) analysis reveals that "ease-of-use " is an important factor in encouraging non IPTV users in both Japan and Korea to adopt it, but that the path from "usefulness " to "adoption " is stronger for Japanese households. Also in relation to IPTV users ’ intention to use IPTV, Japanese were directly influenced by “usefulness, ” while Koreans were not