Investigating User Adoption of T-commerce

This study aims to explain the users' adoption of Tcommerce, which is receiving a attention as a new profit model of IPTV, a representative telecommunications & broadcasting convergence technology. In order to develop a convergence service adoption model, utilitarian and hedonic motivation factors that explain selection and behavior of individual users; interactivity that reflects characteristics of T-commerce, a telecommunications & broadcasting convergence service; and media substitutability that explains relationships between new media and existing media are derived as major factors.