Mobile TV: a new form of entertainment?

Choy-Har Wong · Garry Wei‐Han Tan · Siew‐Phaik Loke · Keng‐Boon Ooi

112 citations0/0 files storedIndustrial Management & Data Systems

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Technology Adoption and User Behaviour Media and Digital Communication Multimedia Communication and Technology

Abstract

Purpose – While mobile TV (m-TV) is beneficial and is currently an emerging area within mobile commerce, the adoption rate is at the infancy stage. The purpose of this paper is therefore to adapt the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model to explore on the factors in predicting users’ behavioral intention (BI) of m-TV. Design/methodology/approach – Partial least square structural equation modeling approach was employed using 193 respondents to test the findings. Findings – The findings revealed that effort expectancy (EE), social influence (SI), facilitating conditions (FC), hedonic motivation (HM) and habit (HT) have significant effects on BI. In addition, gender was found to have moderating effect between FC and BI. Practical implications – Findings from this study provide valuable insights and contribute to the marketing strategy for mobile marketers, wireless communications vendors and application developers in the m-TV industry. Originality/value – Since the emergence of m-TV is regarded as a new concept, what factors that may motivate users to watch TV using m-devices remains unexplored and therefore is currently a neglected research area. This paper provides clues and valuable insights for mobile marketers, wireless communications vendors and application developers in the m-TV industry.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2003User Acceptance of Information Technology: Toward A Unified View1 1998Principles and Practice of Structural Equation Modeling 2012Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology1 2003A Partial Least Squares Latent Variable Modeling Approach for Measuring Interaction Effects: Results from a Monte Carlo Simulation Study and an Electronic-Mail Emotion/Adoption Study 2000Time Flies When You’re Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage1 2000Why Don’t Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior1 2004User Acceptance of Hedonic Information Systems1

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