dc.description.abstract | Interesting in technology acceptance model has grown dramatically in recent years, there are tremendous researches discussing the causes of technology acceptance model from different perspectives. However, science and technology change with each passing day, results on the relationships among few causes related to technology acceptance behavior, as well as the intention, are often incomplete. A comprehensive understanding of new technology acceptance behavioral intention thus remains elusive. Hence, we develop a model that employs the comprehensive perspective as predictors of technology acceptance model and test the proposed model in the context of a longitudinal field study of 362 users of digital cable TV via internet. Our results indicate that perceived benefits, social factor and perceived control are positively related to the attitude of consumer of using digital cable TV, sunk cost is negatively related to the attitude of consumer of using digital cable TV, further, the attitude of consumer has significant effect on the intention of consumer. This research also confirms moderating effects of gender in the relationship between sunk cost and attitude. The effect of sunk cost on attitude is significant on female consumer, yet, it is not significant on male consumer side. For female, it shows that the past investments on the products of digital convergence influence individual’s behavior and intention. | en_US |