1. When Cellphones Become Cellevisions
Coco Tsai
University of Washington
Com 546 evolutions and trends
May. 17 , 2011
2. Consumer adoption of Mobile TV
3. Technology Acceptance Model

Perceived Usefulness 4. Perceived Ease Of Use

Cognitive ConcentrationMedia Content
5. Perceived Usefulness
Media Content
H6
H1
H4
Intention to use Mobile TV
Cognitive Concentration
H7
H3
H5
Perceived Ease Of Use
H2
7 Hypotheses
6. Key Findings

Strong support for all hypotheses except H3 (PEOU PU) 7. Content is a critical factor to drive consumers intention

Discussion
Discussion
Have 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?
8. Content source
Yoonhyuk, 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