Because of the popularity of the 3G mobile technology and the development of digital broadcasting technologies, the mobile television (TV) has become a potential killer application within the telecom industry. This research examines mobile user¡¦s intention to use and the use behavior of mobile TV. The theory underlying the study is the unified theory of acceptance and use of technology (UTAUT) that takes performance expectancy, effort expectancy, social influence, and facilitating condition as independent factors and the intention and behavior of usage as dependent variables. Two online surveys were conducted to evaluate the theory. The result from the first survey shows that the performance expectancy, the effort expectancy and the social influence factors have significant influences on the mobile TV user¡¦s intention toward using mobile TV services. The facilitating condition has a positive significant relationship with the usage behavior. The result different from the previous studies is no significant relationship between the intention and use behavior. However, the follow-up survey conducted a year later shows that the facilitating condition and intension to use have positive significant impacts on the use behavior. This study can help firms to better understand the factors that affect the intention and behavior of using mobile TV.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0830110-152951 |
| Date | 30 August 2010 |
| Creators | Cheng, Huei-ying |
| Contributors | Yen-Ching OuYang, Ting-Peng Liang, Kuang-Wu Koai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0830110-152951 |
| Rights | campus_withheld, Copyright information available at source archive |
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