When Cellphones Become “Cellevisions”

Coco Tsai University of Washington

Com 546 evolutions and trendsMay. 17 , 2011

Consumer adoption of Mobile TV

Cognitive Concentration Media Content

Technology Acceptance Model• Perceived Usefulness• Perceived Ease Of Use

7 Hypotheses

Intention to use Mobile

TV

Perceived Usefulness

Perceived Ease Of Use

Cognitive Concentrati

on

Media Content H1

H2

H3

H4

H5

H6

H7

Key Findings

• Strong support for all hypotheses except H3 (PEOU PU)

• Content is a critical factor to drive consumers’ intention

DiscussionDiscussionHave you ever used mobile TV service? If yes, why did you use it and in what circumstance? If not, what will be the most attractive factor to you to use mobile TV?

What kind of content of Mobile TV do you want to have? Entertainment only or informative information?

Content sourceYoonhyuk, J. & Perez-Mira, B & Wiley-Patton, S. (2008) Consumer adoption of mobile TV: Examining psychological flow and media content. Computers in Human Behavior, 25, 123-129.

Photo Credits Cellevision picture

http://www.gomonews.com/category/mobile-tv/page/3/ Consumer adoption of Mobile TV http

://www.flickr.com/photos/lifechange/3882486835/sizes/z/in/photostream/ TAM, Cognitive Concentration and Media Content

http://www.flickr.com/photos/tvaward/3787755833/ 7 Hypotheses http://www.flickr.com/photos/thisishoop/3044919085/ Key Findings http://www.flickr.com/photos/honeybee-katiemae/

4159710752 Discussion http://www.flickr.com/photos/mor10/4903310073/

Credits