Mobile TV: a new form of entertainment?

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 ...

[1]  J. Thong.  Resource Constraints and Information Systems Implementation in Singaporean Small Businesses , 2001 .

[2]  Hans van der Heijden,et al.  User Acceptance of Hedonic Information Systems , 2004, MIS Q..

[3]  A. Wildt,et al.  Price, product information, and purchase intention: An empirical study , 1994 .

[4]  Wynne W. Chin,et al.  A 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 , 2003, Inf. Syst. Res..

[5]  Alain Yee-Loong Chong,et al.  A structural analysis of greening the supplier, environmental performance and competitive advantage , 2015 .

[6]  Bing Xu,et al.  Researches on interactive design of touch-screen mobile TV software interface based on CMMB technology , 2010, 2010 IEEE 11th International Conference on Computer-Aided Industrial Design & Conceptual Design 1.

[7]  Dong Hee Shin,et al.  Prospectus of mobile TV: Another bubble or killer application? , 2006, Telematics Informatics.

[8]  Jd Mahadeo.  Towards an understanding of the factors influencing the acceptance and diffusion of e-Government services , 2009 .

[9]  Hsi-Peng Lu,et al.  Factors affecting purchase intention on mobile shopping web sites , 2009, Internet Res..

[10]  Meejoung Kim,et al.  Design and Analysis of a Wireless Switched Digital Video Scheme for Mobile TV Services Over WiMAX Networks , 2013, IEEE Transactions on Broadcasting.

[11]  Garry Wei-Han Tan,et al.  Understanding and predicting the motivators of mobile music acceptance - A multi-stage MRA-artificial neural network approach , 2014, Telematics Informatics.

[12]  Paul Jen-Hwa Hu,et al.  Modeling Citizen Satisfaction with Mandatory Adoption of an E-Government Technology , 2011, J. Assoc. Inf. Syst..

[13]  Minjoon Jun,et al.  Measuring consumer perceptions of online shopping convenience , 2013 .

[14]  Garry Wei-Han Tan,et al.  Determinants of Mobile Learning Adoption: An Empirical Analysis , 2012, J. Comput. Inf. Syst..

[15]  Peter A. Todd,et al.  Assessing IT usage: the role of prior experience , 1995 .

[16]  Hyunjoo Lee,et al.  Profiling mobile TV adopters in college student populations of Korea , 2010 .

[17]  Hengdong Yang,et al.  The Role of Personality Traits in UTAUT Model under Online Stocking , 2005 .

[18]  Ioanna D. Constantiou,et al.  The four incremental steps toward advanced mobile service adoption , 2007, CACM.

[19]  Francisco Javier Lloréns Montes,et al.  Relationship between quality management practices and knowledge transfer , 2007 .

[20]  Christer Carlsson,et al.  Adoption of Mobile Devices/Services — Searching for Answers with the UTAUT , 2006, Proceedings of the 39th Annual Hawaii International Conference on System Sciences (HICSS'06).

[21]  Sumeet Gupta,et al.  Value-based Adoption of Mobile Internet: An empirical investigation , 2007, Decis. Support Syst..

[22]  Kalle Lyytinen,et al.  The 3G transition: Changes in the US wireless industry , 2006 .

[23]  Moli P. Koshy,et al.  Journal of Internet Banking and Commerce Usage Patterns of Electronic Banking Services by Urban Educated Customers: Glimpses from India , 2022 .

[24]  Viswanath Venkatesh,et al.  Model of Adoption and Technology in Households: A Baseline Model Test and Extension Incorporating Household Life Cycle , 2005, MIS Q..

[25]  Siong Choy Chong,et al.  Factors affecting consumers' perception of electronic payment: an empirical analysis , 2013, Internet Res..

[26]  Seng-cho Timothy Chou,et al.  Acceptance and Willingness to Pay for Mobile TV Apps , 2013, PACIS.

[27]  Myeong-Cheol Park,et al.  Mobile internet acceptance in Korea , 2005, Internet Res..

[28]  C. Fornell,et al.  Evaluating structural equation models with unobservable variables and measurement error. , 1981 .

[29]  H. Aarts,et al.  Habits as knowledge structures: Automaticity in goal-directed behavior , 2000 .

[30]  Beng Hui Chua,et al.  Predicting the Consumers' Intention to Adopt Mobile Shopping: An Emerging Market Perspective , 2012 .

[31]  B. Verplanken,et al.  Reflections on past behavior: A self-report index of habit strength , 2003 .

[32]  Chang Liu,et al.  Mobile Data Service Demographics in Urban China , 2009, J. Comput. Inf. Syst..

[33]  Gordon B. Davis,et al.  User Acceptance of Information Technology: Toward a Unified View , 2003, MIS Q..

[34]  Elena Karahanna,et al.  Time Flies When You're Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage , 2000, MIS Q..

[35]  David Meyer,et al.  Reconsidering the Adoption Process: Enjoyment and Social Norms — Antecedents of Hedonic Mobile Technology Use , 2006, Proceedings of the 39th Annual Hawaii International Conference on System Sciences (HICSS'06).

[36]  Jim Ryan,et al.  Faculty Use of Established and Emerging Technologies in Higher Education: A Unified Theory of Acceptance and Use of Technology Perspective , 2013 .

[37]  George M. Marakas,et al.  Is it really gender? An empirical investigation into gender effects in technology adoption through the examination of individual differences , 2010 .

[38]  José Afonso Mazzon,et al.  Mobile banking: proposition of an integrated adoption intention framework , 2010 .

[39]  Viswanath Venkatesh,et al.  Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology , 2012, MIS Q..

[40]  Garry Wei-Han Tan,et al.  NFC mobile credit card: The next frontier of mobile payment? , 2014, Telematics Informatics.

[41]  Garry Wei-Han Tan,et al.  Predicting the drivers of behavioral intention to use mobile learning: A hybrid SEM-Neural Networks approach , 2014, Comput. Hum. Behav..

[42]  Hélène Delerue,et al.  Job mobility restriction mechanisms and appropriability in organizations: The mediating role of secrecy and lead time , 2010 .

[43]  Garry Wei-Han Tan,et al.  Can the demographic and subjective norms influence the adoption of mobile banking? , 2012, Int. J. Mob. Commun..

[44]  R. Schatz,et al.  Broadcast Television Services Suited for Mobile Handheld Devices , 2006, International Conference on Digital Telecommunications (ICDT'06).

[45]  Viswanath Venkatesh,et al.  Why Don't Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior , 2000, MIS Q..

[46]  Ioanna D. Constantiou,et al.  Consumer Behaviour and Mobile TV Services: Do Men Differ From Women in Their Adoption Intentions? , 2010 .

[47]  Garry Wei-Han Tan,et al.  Predicting the determinants of the NFC-enabled mobile credit card acceptance: A neural networks approach , 2013, Expert Syst. Appl..

[48]  Il Im,et al.  An international comparison of technology adoption: Testing the UTAUT model , 2011, Inf. Manag..

[49]  Elena Karahanna,et al.  The Embeddedness of Information Systems Habits in Organizational and Individual Level Routines: Development and Disruption , 2013, MIS Q..

[50]  Christer Carlsson,et al.  Mobile TV - To Live or Die by Content , 2007, 2007 40th Annual Hawaii International Conference on System Sciences (HICSS'07).

[51]  Garry Wei-Han Tan,et al.  Exploring the Individual Characteristics on the Adoption of Broadband: An Empirical Analysis , 2011 .

[52]  Alain Yee-Loong Chong,et al.  Adoption of 3G services among Malaysian consumers: an empirical analysis , 2010, Int. J. Mob. Commun..

[53]  Alain Yee-Loong Chong,et al.  Determinants of 3G Adoption in Malaysia: A Structural Analysis , 2010, J. Comput. Inf. Syst..

[54]  Rex B. Kline,et al.  Principles and Practice of Structural Equation Modeling , 1998 .

[55]  Keng Siau,et al.  Mobile Commerce: Promises, Challenges and Research Agenda , 2001, J. Database Manag..

[56]  C. Yu.  Factors Affecting Individuals to Adopt Mobile Banking: Empirical Evidence from the Utaut Model , 2012 .

[57]  Naresh K. Malhotra,et al.  Research Note - Two Competing Perspectives on Automatic Use: A Theoretical and Empirical Comparison , 2005, Inf. Syst. Res..

[58]  Alain Yee-Loong Chong,et al.  Predicting m-commerce adoption determinants: A neural network approach , 2013, Expert Syst. Appl..

[59]  Venkatesh,et al.  A Longitudinal Field Investigation of Gender Differences in Individual Technology Adoption Decision-Making Processes. , 2000, Organizational behavior and human decision processes.

[60]  Mikko T. Siponen,et al.  Integrating Habit into UTAUT: The Chinese eBay Case , 2011, Pac. Asia J. Assoc. Inf. Syst..

[61]  Tommi Laukkanen,et al.  Mobile banking rollout in emerging markets: evidence from Brazil , 2010 .

[62]  Pin Luarn,et al.  AIS Electronic Library (AISeL) , 2017 .

[63]  Kenneth C. C. Yang,et al.  Exploring factors affecting the adoption of mobile commerce in Singapore , 2005, Telematics Informatics.

[64]  Zhaohua Deng,et al.  Comparison of the middle-aged and older users' adoption of mobile health services in China , 2014, Int. J. Medical Informatics.

[65]  Tao Zhou,et al.  The effect of flow experience on user adoption of mobile TV , 2013, Behav. Inf. Technol..

[66]  Sonja Wiley-Patton,et al.  Consumer adoption of mobile TV: Examining psychological flow and media content , 2009, Comput. Hum. Behav..

[67]  Gordon C. Bruner,et al.  Explaining consumer acceptance of handheld Internet devices , 2005 .