Journal
INDUSTRIAL MANAGEMENT & DATA SYSTEMS
Volume 114, Issue 7, Pages 1050-1067Publisher
EMERALD GROUP PUBLISHING LTD
DOI: 10.1108/IMDS-05-2014-0146
Keywords
Mobile TV (m-TV); Partial least square structural equation modeling (PLS-SEM); Unified Theory of Acceptance and Use of Technology 2 (UTAUT2)
Ask authors/readers for more resources
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.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available