Smart media combines media and artificial intelligence (AI) and can also be a user-centered content service market. However, existing research lacks an understanding of user's perceptions concerning smart services generated by different user experience types across different payment groups. Taking AI-powered Smart TV (AI TV) as a typical research object, this study (1) develops a theoretical model by integrating the technology acceptance model with users' smart service belief factors and (2) employs the user experience type as an original moderator. Using data from 585 AI TV users, the structural equation modeling analysis suggests that perceived two-way communication, perceived personalization, and perceived co-creation as three belief factors, are important antecedent constructs in the extended technology acceptance model. The analysis also suggests that the user experience type exerts positive moderating effects on two-way communication and personalization to attitude toward behavior and purchase intention. This study thus contributes to the literature on smart service by identifying and studying smart service belief factors. The addition of smart service belief factors as antecedents, as well as user experience type as a moderator, are crucial to expand the generalizability of TAM to the smart media service context. From a customer experience management perspective, this study shows how to convert ad-supported users into new paid subscribers, while keeping existing subscribers by fulfilling their smart service requirements.

There is much evidence that consumers' eco-friendly consumption behaviors have changed with the development of the mobile internet economy and social networks.Social commerce, which combines social media and e-commerce, is widely used to promote eco-friendly consumption behavior. However, there has been insufficient empirical research into how technological and social factors affect consumers' ecofriendly behavior in the social commerce context. Taking the "Green Box Area" program based on Alibaba Group's two mobile apps as the research object, this study developed a model that integrated technological and social roles to predict consumers' eco-friendly behavior. Using data from 468 users participating in the "Green Box Area" program, structural equation modeling analysis suggested that technological and social factors are essential predictors of consumers' eco-friendly behavior in both short-term and medium-/long-term models. Furthermore, consumer achievement played a critical mediating role in the causal chain of social factors influencing eco-friendly behavior. Additionally, the findings showed that perceived ease of use and social influence significantly affected short-term but not medium-/long-term eco-friendly behavior. Conversely, social interaction affected eco-friendly behavior only in the medium-/long-term. The results offer implications for policymakers and social commerce practitioners to consider the effective promotion of consumers' eco-friendly behavior.

<abstract> <p>Smart media usage is influenced by certain critical factors and can be further affected by the degree of diffusion in the market. However, existing research lacks sufficient understanding of the factors affecting smart media usage and their influential mechanisms. Taking AI-enabled smart TV in China as the research object, this study (1) develops a base model that includes users' three key gratifications (bi-directional communication, personalization, and co-creation); and (2) takes two sub-dimensions of market development (geographic segment and income segment) as moderators. Using data from 407 valid samples of current users, the partial least squares structural equation modeling analysis suggests that these three key smart gratifications can impact continuance intention with the moderating effect of market development. This study thus contributes to the literature by (1) clarifying the smart media gratification opportunities (smart media users' motivations or needs) for using smart media itself; (2) exploring the impact of the degree of market development on the uses and gratifications of the smart media itself; and (3) combining the uses and gratifications theory, and the diffusion of innovations theory, to complement each other in a model that provides a more complete picture of smart media usage.</p> </abstract>

No abstract

No abstract

In the current era of smart media, based on active audience theory, this study proposes the concept of the smart media audience-type user, to explain the behavioral characteristics of consumers in smart media content services. Compared with the traditional mass media audience, the smart media audience-type users are actively engaged in the smart media content service process and have three new belief characteristics: two-way communication; personalization; cocreation. This study thus proposes a research model based on the technology acceptance model, and takes the smart media audience-type users' belief characteristics as the antecedents in the extended model. The structural equation modeling results suggest that the model is largely verified. The findings of the research make significant theoretical contributions. In the smart media era, based on active audience theory, the concept of smart media audience-type user was theoretically formed to facilitate a better understanding of their belief characteristics and media service acceptance. This study also has important managerial implications. It should help practitioners better satisfy smart media audience-type users' needs and thus maintain their continuance intentions toward smart service.

No abstract

No abstract