Journal
INTERNATIONAL JOURNAL OF MOBILE COMMUNICATIONS
Volume 6, Issue 2, Pages 258-275Publisher
INDERSCIENCE ENTERPRISES LTD
DOI: 10.1504/IJMC.2008.016580
Keywords
Structural Equation Modelling; SEM; mobile TV; uses and gratifications
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Drawing from the uses and gratifications theory, this study explores the influences of informativeness, entertainment and interactivity oil the Digital Multimedia Broadcasting (DMB) user dimensions Such as attitude, usage, and satisfaction. Particularly, usage and satisfaction are explored as the consequences of attitude towards DMB. while informativeness, entertainment and interactivity are the antecedents of attitude towards DMB. This relational model was tested with,I Structural Equation Modelling (SEM) approach. SEM results indicated that the uses and gratifications theory explains users' attitudes towards DMB. DMB users who perceive it as entertaining and informative generally show a positive attitude towards DMB. In addition, the interactivity of DMB has a significant relation with the users' positive attitudes towards DNB. Finally, this study found that DMB users with a positive attitude towards DMB watch its content more often and feel more satisfied.
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