Television is the most important media in modern life. Recently, the rapid development of information and telecommunication technology has created opportunities for new media usage. In order to expedite the adoption of digital technology,the government has initiated the ¡§challege2008- national important development¡¨project. Mobile television is one item included in the project. So far, not much research has investigated issues related to the adoption and use of this new media.
The purpose of this research is to investigate motivations and factors that influence people¡¦s willingness to use mobile digital TV. Potential motivations, including fashion, information, mobility, social and entertainment, and their effects on the perceived usefulness and attitude are investigated.
The research used quantity analysis, Snowball Sampling and convinence sampling to collect 316 samples. The data were analyzed using LISREL, the structural equation modeling tool. The result shows that information and fashion are two major motivations that had positive influence to the perceived usefulness. Social motivation and entertainment motivation had positive influence on attitudes. Attitudes and the perceived usefulness had positive influence on the intention to adopt mobile TV. Social norm did not have significant effect on the intention. The implications of the findings and research limitations are discussed.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0826107-231148 |
| Date | 26 August 2007 |
| Creators | Shih, Hui-Chi |
| Contributors | JAMES J. JIANG, Kuang-Wu Koai, Liang Ting Peng |
| 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-0826107-231148 |
| Rights | campus_withheld, Copyright information available at source archive |
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