An Analysis of Usage and Attitude for Mobile Video Service in Korea

Recent mobile phones offer mobile video services which provide TV or video contents. However, the total paid subscribers of mobile video services are still not many. The purpose of this paper is therefore to examine Korean consumers’ mobile video service usage and attitude from a behavioral perspective. We conduct an empirical study including usage situation, factors affecting to behavioral intention, mainly used content, and willingness to pay amount under paid subscriptions for premium content.