| Summary: | 碩士 === 逢甲大學 === 國際貿易所 === 98 === Due to technological advancement and the increasing consumer need for multi-functional mobile phones, the development of mobile phones has evolved rapidly. Compared to the traditional phones with the sole purpose of communication, the growing number of mobile phones now includes variety of functions such as, voice communication, game, web browser, music, and video player. Such wide range of functionality has made mobile phones to become a part of our daily life. However, despite the increasing functions of mobile phones, the physical size has gradually decreased by 90% (Baumann, 2000). Consequently, most users are troubled by the small screen size of mobile phones. Therefore, telecommunication providers are striving to find the balance between portability and size. As a result, this study examines whether the existing functions and original restrictions provided by the mobile TV will influence consumer’s acceptance.
By integrating customer perspective into the technology acceptance model (TAM), this study uses five external variables (informativeness, entertainment, legibility, ubiquity and convenience) to test their relationship with attitude and intention on using mobile TV. This study also analyzes long-term/short-term orientation as moderate variable to examine if culture will influence consumer’s attitude and intention to adopt mobile TV service.
For the purposes of this study, we have selected mobile phone users in Taiwan and Indonesia as sample and collect questionnaire from internet and the market research company. The survey was conducted from January 22nd 2010 to February 22nd 2010 to obtain a valid representative sample of 306 users from Taiwan and 300 users from Indonesia. The research model is analyzed by using structural equation modeling (SEM). The empirical results overall support TAM in explaining consumers’ behavioral intentions to use mobile TV. The results indicate that entertainment, ubiquity and convenience have a positive impact on perceived usefulness, while legibility, ubiquity and convenience have a positive impact on perceived ease of use. In addition, perceived usefulness and ease of use have a positive impact on attitude, while attitude has a positive impact on intention. On the other hand, informativeness has no significant impact on the perceived usefulness and perceived usefulness has no significant impact on intention. Culture also plays an important role in moderating consumer’s intention on using mobile TV.
The results indicate that consumers use mobile TV services primarily to get entertainment instead of informative information. The consumers from different countries care about varied functions, for example Taiwan''s consumer pay much attention on the function of entertainment and convenience. These findings help to construct the integrity of mobile TV literatures. Researchers can do in-depth analysis about mobile TV base on these findings in the future. In addition, managerial implications are discussed and recommendations for future research are suggested.
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