| Abstract: | Smart TV (STV), a new digital television service, has been rapidly developing, particularly in Korea. With the conceptual model of interactivity, this study empirically investigates the effects of perceived interactivity on the motivations and attitudes towards STV in Korea. The model is created to validate the relationship of perceived interactivity to performance, attitude and intention. Further, the model examines the mediating roles of perceived interactivity in the effect of performance on attitude towards STV. Empirical evidence supports the mediating role of perceived interactivity. Implications of the findings are discussed in terms of building a theory of interactivity and providing practical insights into developing a user-centred STV interface. |
