The Impact of innovation diffusion factors on continuous usage intention and mediating effect of technology acceptance attitude - Applying innovation diffusion theory

The purpose of this study is examining the effect of innovation diffusion factors on the continuous usage intention of Meeting Technology and investigating the mediating effect of the Meeting Technology acceptance attitude on continuous usage intention. An online survey was conducted targeting MICE industry workers with meeting technology experience, and 264 valid responses were analyzed. The results showed that relative advantage, compatibility, and simplicity positively affected both Meeting Technology's acceptance attitude and continuous usage intention among the innovation diffusion factors. Additionally, observability positively affected continuous usage intention, and the acceptance attitude strongly influenced continuous usage intention. The acceptance attitude mediated the relationship between innovation diffusion factors (relative advantage, compatibility, and simplicity) and continuous usage intention. This study contributes academically by applying innovation diffusion theory to meet technology adoption and analyze industry professionals' perspectives. Practical implications suggest focusing on demonstrating advantages and compatibility and providing accessible education while implementing meeting technology in public MICE events to enhance Korea's MICE industry competitiveness.