Identifying factors affecting behavioral intent of potential and existing N-screen service users

With recent advances in media technology, the creation of a relatively new service, N-screen, has been realized. N-screen provides seamless connections among various media and enables users to enjoy entertainment content at any time and any location. With such recent advances comes opportunity; therefore, for those N-screen service providers who have established an early edge in the ICT industry, it is imperative that they maintain this and stay ahead of the ensuing competition. In this context, the objective of this study is two-fold; first, we aim to find factors influencing the behavior of existing and potential N-screen service users, and then second, to examine the differences in how these factors operate within the two user types. The results of this study show that the perceived value and subjective norm are important influencers in both user types. However, price fairness and innovativeness are only influential on the attitude and intention of potential users, while some aspects of media usage have only significant influences on the behavior and loyalty of existing users. Based on these results, we provide some implications for both researchers and practitioners who wish to better understand the nature of N-screen users.