| dc.description.abstract | The objective of this research were to compare the level of technology acceptance
using applications Line Webtoon and Comico; and to determine factors affecting behavior
of using applications Line Webtoon and Comico. Conceptual framework was based on
Technology Acceptance Model (TAM) and network externality concept.
Stratified random sampling technique was applied to select 404 application users
to answer self-reported questionnaire. Data were analyzed by bivariate analysis and Linear
Regression model analysis.
Research findings revealed that levels of technology acceptance of using
application Line Webtoon were significantly higher than those of application Comico; and
factors that significantly affected behavior of using application Line Webtoon and Comico
consisted of perceived number of peers, perceived complementarity, perceived ease of
use, perceived usefulness, perceived security, attitude toward technology, descriptive
norm, injunctive norm, subjective norm, behavior intention and usage behavior. | en_US |
