Derivations of Factors Influencing the Technology Acceptance of Smart TV by Using the DEMATEL Based Network Process

Abstract

Information technology (IT) products have played significant roles from both aspects of market development as well as technology growth. However, predicting technology acceptance toward the IT products is always challenging for marketers and designers. Also, the characteristics of and strategies for IT products at different stages of product life cycle are different. Therefore, the customers\' preference and needs change rapidly at different stages in product life cycle. However, very few scholars tried to explore how the technology can be accepted at various stages of a product life cycle was seldom discussed. But the issue is very important. Thus, this research aims to propose DEMATEL based Network Process for discovering the influential factors of the technology acceptance for introduction stage IT product. An empirical study based on the Smart TV for introduction stage will be used to verify the feasibility of this framework. Further, the Lead User Method will be applied to predict the preference and the purchase behavior of mass user and the result could be a reference for industrial marketing activities and design process.