Perceived Reliability and Technology Acceptance of Realistic Media Service Taesoo Moon 1 , Sungbae Kang 2 , Sangmin Choi 3 , Donghui Kim 4 1,3,4 Dept. of Business Administration, 2 PARAMITA College, Dongguk University, tsmoon@dongguk.ac.kr, sbkang@dongguk.ac.kr, smchoi218@gmail.com, kimdh1986@gmail.com Abstract. Realistic media service, as one of new leading application services, provides converged multimedia contents with presence and immersion via Internet. With the development of information and communication technology, most customers are interested in acceptance and use of realistic media service. This paper examines the influence of perceived reliability and technology acceptance on usage intention of realistic media service. A research model is suggested by integrating the original technology acceptance model and perceived reliability, which is recognized as an important factor to measure user perception for online realistic media service. The results of data analysis showed that perceived ease of use, perceived reliability, and perceived usefulness influence positively on usage intention of realistic media service. This study provides an insight to complement the prior studies with empirical evidence. Keywords: Realistic Media Service; Technology Acceptance; Perceived Reliability; Perceived Ease of Use; Perceived Usefulness; Usage Intention 1 Introduction Realistic media service industry appears as a new business to create higher value through convergence skill of broadcasting and telecommunication with the development of ICT. A lot of media services in a variety of industry, such as tourism, culture, history, education, medical industry, were suggested for introduction and use of new technology in media service. Multidimensional immersive media service through Digital TV and 3D TV as a service of next generation enables user to feel with immersion and presence, providing an effective bridge-builder of broadcasting service. Realistic media services have received a lot of attention to apply to public service. Korean government, which was ranked top 5 in global e-Government readiness survey by UN, provides world's most sophisticated e-Government services based on broadband information network. It provides government policy and public information service as well as civil services through central and local government web sites. However, its readiness for public media services was not enough to provide two-way media services. Especially, pilot projects of realistic public service from Advanced Science and Technology Letters Vol.113 (Art, Culture, Game, Graphics, Broadcasting and Digital Contents 2015), pp.105-111 http://dx.doi.org/10.14257/astl.2015.113.22 ISSN: 2287-1233 ASTL Copyright © 2015 SERSC