Identifying the mobile TV usage drivers

Abstract

With the dramatic technological advances of mobile devices and the rapid growth of mobile device users, service providers for mobile devices have evolved exceedingly in recent years. Above all things, Mobile TV service, which provides live television service and VOD contents through a mobile device, has been highlighted as the next generation of television and digital contents platform. Therefore, in this dissertation, totally two studies are examined in order to suggest research models by analyzing Mobile TV usage drivers (e.g., expected value, attitude, individual characteristics and motivations). In study 1, we suggest Mobile TV paid subscription model. In this model, we examine factors related to Mobile TV paid subscription in order to figure out how free Mobile TV users decide to pay for subscription. In study 2, we suggest VOD purchase model in order to explore the drivers of VOD purchase in the Mobile TV platform. This study identifies which factors drive Mobile TV users to purchase VOD contents.