Journal
BEHAVIOUR & INFORMATION TECHNOLOGY
Volume 32, Issue 3, Pages 263-272Publisher
TAYLOR & FRANCIS LTD
DOI: 10.1080/0144929X.2011.650711
Keywords
flow experience; mobile TV; user adoption; perceived usefulness
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Funding
- 'Decision Sciences and Innovation Management' Key Research Base of Humanities and Social Sciences at Universities in Zhejiang Province [RWSKZD04-201101]
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The wide broadband of third generation (3G) mobile communication technologies enables advanced mobile data services such as mobile TV. However, users' adoption intention of mobile TV may decrease with their poor experience caused by the lack of usability, such as small screens and slow response. Drawing upon the flow theory, this research examined mobile TV user adoption. The results indicated that perceived ease of use, access speed and content quality have significant effects on the flow experience, which involves three dimensions: perceived enjoyment, perceived control and attention focus. In turn, flow experience affects perceived usefulness and usage intention. Thus, service providers need to present an engaging experience to users in order to facilitate their adoption and usage of mobile TV.
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