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A STUDY ON THE PERCEPTIONS OF MOBILE TV AS A MARKETING TOOL IN

SOUTH AFRICA

By TINASHE CHUCHU

731094

A dissertation submitted in partial fulfilment of the requirements for the degree of the

Bachelor of Commerce Honours (Marketing) in The School of Economic and Business

Sciences, The University of the Witwatersrand.

Supervisor: Mr Norman Chiliya

DATE: 18 OCTOBER 2013

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DECLARATION

I, Tinashe Chuchu declare that:

The work in this dissertation is my own original work.

All of the sources which were used or referred to have been documented and

recognised.

This dissertation has not been previously submitted in full or partial fulfilment of the

requirements for an equivalent or higher qualification at any other recognised

education institution.

TINASHE CHUCHU

OCTOBER 2013

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AKNOWLEGEMENTS

Many people helped me throughout my research on how I could make it the best it could

possibly be. However I cannot mention all of them by name but would like to thank them. I

would wish to thank my family for supporting me and giving me the opportunity to undertake

my post graduate studies, without my family I would not have been able to complete this

dissertation. I would also wish to thank my friends who helped me throughout my study as

well as all the participants who took part in my research. Most importantly special mention

goes to my supervisor Mr Norman Chiliya, through his guidance, wisdom and expertise in the

areas of marketing and research completing this thesis was made possible.

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ABSTRACT

Mobile TV is a service that provides television that can be viewed on mobile devices and is

considered to be the next breakthrough application in wireless technology (Jung, Perez-Mira

& Wiley-Patton, 2009). Recently mobile marketing has become an important method of

communication with the recent advances in mobile phone technology (Smutkupt, Krairit &

Khang, 2011:94). Mobile devices are undoubtedly effective communication tools as they

allow businesses to reach their target markets anytime, anywhere and in real-time (Smutkupt,

Krairit & Esichaikul, 2010). In the last few years developments in mobile technology and

advances in mobile device features have made mobile television a new marketing tool for

business activities (Bauer, Barnes, Reichardt, & Neumann 2005).

Mobile TV gives birth to new aspects such as small screens as well as allowing users to enjoy

the service in noisy environments (Buchinga, Kriglsteing & Hlavacs, 2009). Mobile TV has

the advantage of providing consumers access to information that is both customized and

interactive without barriers of time or location (Smutkupt, Krairit & Esichaikul, 2009).

However, mobile TV is an innovation that is still in its infancy with respect to its levels of

production and adoption; this becomes a challenge to predict its potential impact (Orgad,

2006). This challenge can be made worse by issues customers have with mobile TV which

include discomfort when operating handheld televisions because they have to be operated just

15 cm away from the viewer’s eyes and is considered to be too close for enjoyment (Knoche,

McCarthy & Sasse, 2005). As a solution to this problem this study investigates consumers’

perceptions, attitudes and the extent to which consumers are willing to accept mobile TV and

the potential impact of mobile TV as a marketing tool within a South African context

utilising the Technology Acceptance Model as a basis for measuring user acceptance of

mobile TV technology in South Africa. This is so because apprehension of the Technology

acceptance model is important for any researcher who wants to study user acceptance of

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technology (Chuttur, 2009). According (Chuttur, 2009) the Technology Acceptance Model is

the model for measuring user acceptance of new technology that has received the most

attention from the Information Systems community. This makes it relevant for this research

as far as measuring the extent to which the people in South Africa have adopted mobile TV

as a new technology. Using theory based on the assumptions of the technology acceptance

model (TAM), this paper investigates on the perceptions that consumers have about mobile

TV media content.

This research involved distributing a questionnaire at The University of The Witwatersrand to

a sample group of 380 students between the ages of 18 to 25. The decision to use only

students of the University of The Witwatersrand was made as a result of time and monetary

constraints. Demonstrations of mobile TV usage were provided in the introductory section of

the questionnaire to help explain the concept of mobile TV. The data collected was analysed

using Statistical Analysis Software (SAS) Enterprise Guide 5.1 in order to investigate any

trends or patterns which may emerge. Simple random sampling was used select respondents.

The key finding was that if marketing managers decide to use mobile TV devices and

services as marketing tools they have to first of all take mobile TV screen size into

consideration as results of the empirical study revealed that size of screens being too small

was a major concern for mobile TV viewers and would make viewers less likely consider

viewing mobile TV. This finding was supported by study by Knoche et al., (2005) who stated

that viewers complained about the discomfort of viewing television content on mobile TV. A

solution to this problem was suggested by Knoche et al, (2005), who proposed that increasing

the number of pixels in images would possibly increase the perceived quality of mobile TV.

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The contribution of this study was to find ways of increasing the penetration levels of mobile

TV in South Africa as well as using prospects’ and consumers’ perceptions of mobile TV to

find way of using mobile TV as a marketing tool for products and services in South Africa.

Key words: Mobile TV, Marketing, Perceptions

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CONTENTS

CHAPTER 1 .............................................................................................................................. 1

INTRODUCTION TO THE RESEARCH TOPIC ................................................................ 1

1.1 PROBLEM STATEMENT .............................................................................................. 3

1.2 LITERATURE OVERVIEW ........................................................................................... 3

1.2 THE CONSUMER ADOPTION PROCESS ................................................................... 4

1.3 OBJECTIVES OF THE RESEARCH ............................................................................. 6

1.3.1 PRIMARY OBJECTIVE .............................................................................................. 6

1.3.2 SECONDARY OBJECTIVES ...................................................................................... 6

1.4 PROPOSED THEORETICAL MODEL AND HYPOTHESES ..................................... 6

1.4.2 HYPOTHESES ............................................................................................................. 8

1.5 RESEARCH DESIGN AND METHODOLOGY............................................................ 9

1.5.1 RESEARCH DESIGN ............................................................................................... 9

1.5.2 RESEARCH METHOD ............................................................................................ 9

1.5.3 RESEARCH FORMAT ........................................................................................... 10

1.5.4 SAMPLE SIZE DETERMINATION ...................................................................... 10

1.5.5 DATA COLLECTION METHODS ........................................................................ 10

1.5.7 POPULATION ........................................................................................................ 11

1.5.8 SAMPLING PROCEDURES .................................................................................. 11

1.6 SCOPE OF THE STUDY .............................................................................................. 11

1.7 CONTRIBUTIONS OF THE STUDY .......................................................................... 11

1.8 CONCLUSION AND SUMMARY ............................................................................... 12

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CHAPTER 2 ............................................................................................................................ 13

LITERATURE REVIEW OF CONSUMER PERCEPTIONS AND ATTITUDES ON

MOBILE TV ........................................................................................................................ 13

2.1 INTRODUCTION .......................................................................................................... 13

2.4 MOBILE TV MARKETING ......................................................................................... 14

2.2 MOBILE TV INDUSTRY OVERVIEW ....................................................................... 15

2.2.1 OVERVIEW OF MOBILE TV LITERATURE IN SOUTH AFRICA .................. 16

2.3 OPPORTUNITIES AND CHALLENGES THAT MOBILE TV FACES .................... 17

2.3.1 OPPORTUNITIES FOR MOBILE TV IN SOUTH AFRICA ................................ 17

2.3.2 CHALLENGES FOR MOBILE TV IN SOUTH AFRICA .................................... 18


CHAPTER 3 ............................................................................................................................ 21

RESEARCH MODEL AND COMPONENTS .................................................................... 21

3.1 INTRODUCTION .......................................................................................................... 21

3.1.1 MODEL ................................................................................................................... 21

3.1.2 TECHNOLOGY ACCEPTANCE MODEL CONSTRUCTS DEFINED .............. 22

3.2 MARKETING IMPLICATIONS ................................................................................... 25


CHAPTER 4 ............................................................................................................................ 27

RESEARCH DESIGN AND METHODOLOGY................................................................ 27

4.1 INTRODUCTION .......................................................................................................... 27

4.2 RESEARCH DESIGN ................................................................................................... 27

4.2.1 DETERMINING SAMPLE SIZE ........................................................................... 28

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4.3 DATA COLLECTION ................................................................................................... 28

4.4 SAMPLE SELECTION ................................................................................................. 29

4.5 PRIMARY DATA COLLECTION INSTRUMENT ..................................................... 29

4.5.1 FORMAT OF THE QUESTIONNAIRE ................................................................ 29

4.6 DATA PROCESSING AND ANALYSING ................................................................. 30

4.7 DATA CLEANING AND CODING ............................................................................. 30

4.7.1 DATA ANALYSIS AND STATISTICAL TECHNIQUES ................................... 31

4.8 RELIABLITY AND VALIDITY................................................................................... 31

4.8.1 RELIABILITY ........................................................................................................ 31

4.8.2 VALIDITY .............................................................................................................. 32

4.8.3 RELIABILITY TESTS ............................................................................................ 32

4.8.4 ETHICAL COSIDERATIONS OF THE RESEARCH PROJECT ............................ 39


CHAPTER 5 ............................................................................................................................ 41

ANALYSIS AND INTERPRETATION OF RESULTS ..................................................... 41

5.1 INTRODUCTION .......................................................................................................... 41

5.1.1 DESCRIPTIVE STATISTICS .................................................................................... 41

5.2 RELIABILITY ............................................................................................................... 43

5.2.1 Cronbach’s Alpha for The Experience Construct for the Completed Study ........... 43

5.2.2 Cronbach’s Alpha for The Perceptions Construct for the Completed Study .......... 44

5.2.3 Cronbach’s Alpha for The Image Construct for the Completed Study ................... 45

5.2.4 Cronbach’s Alpha for The Screen size Construct for the Completed Study ........... 45

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5.2.5 Cronbach’s Alpha for The Functionality Construct for the Completed Study ........ 46

5.2.6 Cronbach’s Alpha for The Convenience Construct for the Completed Study ........ 47

5.2.7 Cronbach’s Alpha for The Output quality Construct for the Completed Study ...... 48

5.2.8 Cronbach’s Alpha for The Acceptance Construct for the Completed Study .......... 49

5.3 FACTOR ANALYSIS ................................................................................................... 50

5.3.1 Factor analysis for the Experience construct ........................................................... 52

5.3.2 Factor analysis for the Perceptions construct .......................................................... 52

5.3.3 Factor analysis for the Image construct ................................................................... 53

5.3.4 Factor analysis for the Screen size construct ........................................................... 54

5.3.5 Factor analysis for the Functionality construct........................................................ 54

5.3.6 Factor analysis for the Convenience construct ........................................................ 55

5.3.7 Factor analysis for the Output quality construct ...................................................... 55

5.3.8 Factor analysis for the Acceptance construct .......................................................... 55

5.5 LINEAR REGRESSION ANALYSES FOR THE CONSTRUCTS OF THE

MODIFIED TECHNOLOGY ACCEPTANCE MODEL ................................................... 60

5.5.1 Linear regression for the Experience construct ....................................................... 60

5.5.2 Linear regression for the Perceptions construct ...................................................... 61

5.5.3 Linear regression for the Image construct ............................................................... 63

5.5.4 Linear regression for the Screen size construct ....................................................... 64

5.5.5 Linear regression for the Functionality construct .................................................... 66

5.5.6 Linear regression for the Convenience construct .................................................... 67

5.5.7 Linear regression for the Output quality construct .................................................. 69

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CHAPTER 6 ............................................................................................................................ 71

MAIN FINDINGS, RECOMMENDATIONS AND CONCLUSION ................................ 71

INTRODUCTION ................................................................................................................ 71

6.1 MAIN FINDINGS.......................................................................................................... 71

6.2. RECOMMENDATIONS AND MARKETNG IMPLICATIONS ................................ 73

6.3 LIMITATIONS OF THE RESEARCH ......................................................................... 75

6.4 FUTURE RESEARCH .................................................................................................. 75


LIST OF REFERENCES ......................................................................................................... 77

APPENDIX A: ETHICS CLEARANCE FORM ................................................................... 86

APPENDIX B: RESEARCH QUESTIONNAIRE ................................................................. 87

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LIST OF FIGURES

FIGURE 1.1 THE NEW PRODUCT DIFFUSION PROCESS ............................................... 4

FIGURE 1.2 THE CONSUMER ADOPTION PROCESS ...................................................... 5

FIGURE 1.3 A MODIFIED HYPOTHESIZED TECHNOLOGY ACCEPTANCE MODEL 7

FIGURE 3.1.1 THE MODIFIED TECHNOLOGY ACCEPTANCE MODEL ..................... 22

file:///E:/MOBILE%20TV%20COMPLETE/TINASHE%20AUTO%20FINAL%20v4.docx%23_Toc369719190

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LIST OF TABLES

TABLE 2.1 PAST DEFINITIONS OF MOBILE TV…………………………………........14

TABLE 4.81 Cronbach’s Alpha for the Experience Construct- Pilot Study……..………….33

TABLE 4.8.2 Cronbach’s Alpha for the Perceptions Construct- Pilot Study……………….34

TABLE 4.8.3 Cronbach’s Alpha for the Image Construct- Pilot Study …………………….34

TABLE 4.8.4 Cronbach’s Alpha for the Screen size Construct- Pilot Study ……………….35

TABLE 4.8.5 Cronbach’s Alpha for the Functionality Construct- Pilot Study …………….36

TABLE 4.8.6 Cronbach’s Alpha for the Convenience Construct- Pilot Study……..............37

TABLE 4.8.7 Cronbach’s Alpha for the Output quality Construct- Pilot Study…………...38

TABLE 4.8.8 Cronbach’s Alpha for the Acceptance Construct- Pilot Study………………38

TABLE 5.1.2 Gender and Frequency Distribution of Respondents………………………..42

TABLE 5.1.3 Age and Frequency Distribution of Respondents……………........................42

TABLE 5.2.1 Cronbach’s Alpha for the Experience Construct- Completed Study…………43

TABLE 5.2.2 Cronbach’s Alpha for the Perceptions Construct- Completed Study………..44

TABLE 5.2.3 Cronbach’s Alpha for the Image Construct- Completed Study………………45

TABLE 5.2.4 Cronbach’s Alpha the Screen size Construct- Completed Study……………46

TABLE 5.2.5 Cronbach’s Alpha for the Functionality Construct- Completed Study……...47

TABLE 5.2.6 Cronbach’s Alpha for the Convenience Construct- Completed Study………48

TABLE 5.2.7 Cronbach’s Alpha for the Output quality Construct- Completed Study…….48

TABLE 5.2.8 Cronbach’s Alpha for the Acceptance Construct- Completed Study………..49

TABLE 5.2.9 Comparison of Cronbach's Alphas for the Pilot and Completed Study……..50

TABLE 5.3.1 Factor Analysis for the Experience and Perceptions Construct…………….. 51

TABLE 5.3.2 Factor Analysis for the Image, Screen size and the Functionality Construct...52

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TABLE 5.3.3 Factor Analysis for the Convenience, Output quality and the Acceptance

Construct……………………………………………………………………………………. 54

TABLE 5.4.1 Factor Analysis for the Experience Construct……………………………….56

TABLE 5.4.2 Factor Analysis for the Perceptions Construct ………………………………56

TABLE 5.4.3 Factor Analysis for the Image Construct……………………………………. 57

TABLE 5.4.4 Factor Analysis for the Screen size Construct ................................................ 58

TABLE 5.4.5 Factor Analysis for the Functionality Construct..............................................58

TABLE 5.4.6 Factor Analysis for the Convenience Construct…………………………….. 58

TABLE 5.4.7 Factor Analysis for the Output quality Construct…………………………… 59

TABLE 5.4.8 Factor Analysis for the Acceptance Construct……………………………… 59

TABLE 5.5.1 Linear Regression Analysis Test for the Experience Construct……………...60

TABLE 5.5.2 Linear Regression Analysis Test for the Perceptions Construct……..............62

TABLE 5.5.3 Linear Regression Analysis Test for the Image Construct…………………...63

TABLE 5.5.4 Linear Regression Analysis Test for the Screen size Construct……………...65

TABLE 5.5.5 Linear Regression Analysis Test for the Functionality Construct…………....66

TABLE 5.5.6 Linear Regression Analysis Test for the Convenience Construct…………....68

TABLE 5.5.7 Linear Regression Analysis Test for the Output quality Construct………......69

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CHAPTER 1

INTRODUCTION TO THE RESEARCH TOPIC

Mobile television has evolved into a marketing vehicle due to recent technological advances

in mobile devices (Varnali & Toker, 2009). In previous research mobile TV has been defined

as television content that can be viewed on mobile devices through the use of wireless

networks (Shim, Ahn & Shim, 2006). There are various standards for Mobile TV networks,

including T-DMB (Terrestrial-Digital Multimedia Broadcasting), ISDB-T (Integrated

Services Digital Broad-casting-Terrestrial) and DVB-H (Digital Video Broadcasting-

Handheld) (Hsu & Hefeeda, 2009). This research paper explored the (DVB-H) which is the

abbreviation for Digital Video Broadcasting-Handheld and (DMB) which stands for Digital

Multimedia Broadcasting and has been used to a greater extent Europe and Asia (Cullen,

2005). In North America and Europe mobile TV is viewed as a new innovation that could

give rise to a new technology with an array of benefits accessed through mobile data

networks over 3G Networks (Gordon, Gow & Smith, 2006) & (Yoonhyuk et al., 2009).

According to (Cullen, 2005) mobile TV is a service that will be the next milestone for the

wireless industry. Mobile TV service pertains to providing TV services to the mobile phone

through wireless networks (Yoonhyuk et al., 2009). The mobile industry in Africa is on the

rise, leading the way is South Africa which boasts a 6% stake of all of Africa’s mobile usage

(BBC NEWS AFRICA, 2011). In North America there is MobiTV, which is a provider of

mobile media content. It transmits live television content over cellular networks and has over

3 million customers globally but it took over three years to have this number of customers

(Bloomberg Business Week Technology, 2008). This showed that even though mobile TV is

a new innovation with great potential it still has a long way to go for it to become main

stream and in South Africa mobile TV needed more development (Naspers, 2013).

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DStv Mobile, a division of Multichoice had been pioneering the way for mobile TV in South

Africa and had introduced mobile TV for smartphones on the 23rd

of November 2010 for a

monthly subscription fee of R36. Another mobile TV device Multichoice introduced was the

DStv Drifta, launched in 2011 it sales for R449 and has a subscription fee of R49 per month.

The Drifta is a mobile TV device that receives a DVB-H signal which it then turns into a

wireless fidelity (Wi-Fi) signal which then enables wireless devices such as laptops, tablets

and smartphones to receive television signals.

The Drifta needs to be within range of the DVB-H coverage area for it to work. The Drifta

can also be connected through a Universal Serial Bus (USB) of a laptop or personal computer

(DStv.com, 2013). In 2012 on the 7th

of September the DStv Walka which is the company’s

latest mobile TV device was released and sales for R499 (DStv.com, 2012. The future for

mobile TV in South Africa seems to be bright when one looks at the penetration figures of

television which is viewed by 76% of all South African households and 58% of all them

already subscribe to pay TV and generate an estimated US$ 1.9 billion (Engineering News,

2013). The research involved quantitative techniques. A comprehensive research

questionnaire was developed and distributed to respondents to determine the impact that

Mobile TV had made in South Africa. MultiChoice’s DStv Mobile has utilized both

broadcast and streaming technology to provide mobile TV, that is Digital Video Broadcasting

(DVB-H) and Third Generation (3G) streaming respectively (DStv MOBILE, 2010). Mobile

TV brings about a number of advantages which include providing the user with portable

television that is light in weight, battery operated together with the convenience of viewing

television whilst outdoors, any type of indoor setting and allowing the user to use it whilst

travelling on foot or by car (Kornfeld & May, 2007).

This study explored on how the South African population has adopted hand held devices. The

functionality, convenience and reception of these hand held television devices will also be

3

discussed, analysed and evaluated. The other intention of the research is also to investigate

and establish the cause of complaints customers have regarding to mobile TV services and to

find how service delivery can be improved.

1.1 PROBLEM STATEMENT

Knoche, McCarthy & Sasse (2005) conducted a study to find what complaints customers had

about mobile TV. According to their findings users did not feel comfortable operating

handheld televisions because they had to be operated just 15 cm away from the viewer’s eyes

and respondents considered this to be too close for enjoyment. Knoche et al., (2005) also

found that people had discomfort with the smallness of the screens fearing eye strain age,

poor coordination between audio and sound which would possibly prevent them from

indulging further in mobile TV. The desired viewing distance for maximum pleasure and

comfort is considered to be 89 cm (Knoche et al, 2005). Often mobile users want the largest

screens possible for viewing but still want their phones to remain small (Knoche et al, 2005).

The purpose of this research was to explore the perceptions and attitudes towards low

adoption levels of mobile TV in South Africa. This study intended to find ways of using

mobile TV as a marketing tool for products and services in South Africa. Stump, Gong, & Li

(2008) stated that even though mobile phone adoption was on the rise globally some parts of

the world still had low adoption levels of mobile phones.

1.2 LITERATURE OVERVIEW

This section provides a brief overview of the literature. The literature was discussed in detail

in chapter two. This research explored the effectiveness of mobile TV as a new technology

for marketing products and services as well as mobile TV’s short falls as a new technology.

The New Product Diffusion Model and The Consumer Adoption Model were explored

4

briefly. Diffusion refers to the series of actions that result in the target audience adopting a

new idea or new product (Mahajan, Muller & Bass, 1990).

The New product diffusion model shows that over time mobile TV adoption increases at a

greater rate due to internal influences as compared to external influences.

1.2 THE CONSUMER ADOPTION PROCESS

The consumer adoption process refers to steps in which an individual would go through in

accepting a new product or rejecting a new concept (Perreault & McCarthy, 2006).

Adoptions due to

internal

influence

Adoptions due to

external

influence

Adopted from Muller & Bass (1990)

Noncumulative

adoptions n(t)

pm

Time

FIGURE 1.1 THE NEW PRODUCT DIFFUSION PROCESS

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FIGURE 1.2 THE CONSUMER ADOPTION PROCESS

Innovators

(3-5%)

Early

adopters

(10-15%)

Early majority

(34%)

Late majority

(34%)

Laggards or

non-adopters

(5-6%)

Percentage

adoption

90

50

20

0

Adopted from Perreault & McCarthy (2006)

The stages of the consumer adoption process illustrated in figure 2 were briefly discussed.

Innovators adopt mobile TV before all the other groups of viewers.

Early adopters consist of about ten to fifteen per cent of the entire population sample

and are considered to be opinion leaders.

Early majority consist of 34% of entire population and this group avoids taking the

risk of trying a mobile TV and wait to consider this new concept after a sizeable

number of early adopters have tried and liked it.

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The late majority consists of 34% of the entire population as well and these take

serious precaution with new ideas

Laggards also known as non-adopters, this group of viewers opt to repeat past

activities and are suspicious of new concepts like mobile TV. They rely almost

entirely on other laggards and these are usually older and less well educated. This

group consists of five to sixteen per cent of the entire population (Perreault &

McCarthy, 2006).

1.3 OBJECTIVES OF THE RESEARCH

In this section the primary and secondary research objectives were illustrated. The section

that followed describes in detail a hypothesized research model and hypotheses of the

research paper.

1.3.1 PRIMARY OBJECTIVE

The primary objective of the study was to find solutions that could possibly increase the

number of mobile TV subscribers in South Africa so as to increase mobile TV usefulness as a

marketing tool for products and services.

1.3.2 SECONDARY OBJECTIVES

The secondary of objectives of the study were to:

Conduct a literature review so as to illustrate and explain the concept of mobile TV.

Develop a questionnaire that captures the true perceptions and attitudes that South

Africans have towards mobile TV.

1.4 PROPOSED THEORETICAL MODEL AND HYPOTHESES

In-order to determine the perceptions that consumers in South Africa had towards mobile TV

being used as a marketing tool by marketers a modified Technology Acceptance Model was

7

used as a basis for this study. This model contains the following independent variables;

experience, user’s perceptions on mobile TV, image, screen size, functionality, convenience,

and output quality. The dependent variable was the acceptance of mobile TV. The hypotheses

were dependent on consumer’s acceptance of mobile TV. For purposes of the study the

researcher had used a modified hypothesized Technology Acceptance model that had been

adopted from Venkatesh & Davis (2000).

FIGURE 1.3 A MODIFIED HYPOTHESIZED TECHNOLOGY ACCEPTANCE

MODEL

H5

EXPERIENCE

User’s perceptions on

mobile TV

Image

Screen size

Functionality

Convenience

Output quality

Perceived

usefulness of

mobile TV

H2

H3

H4

H1

Intention

to use

mobile

TV

Acceptance

of mobile

TV

Perceived ease of use

H6

H7

Adopted from Venkatesh & Davis (2000)

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1.4.2 HYPOTHESES

Hypothesis 1: Mobile TV experience is positively related to adoption.

This hypothesis was based on the proposed relationship between the perceived experience

obtainable from using mobile TV and the level of adoption of mobile TV.

Hypothesis 2: The user’s perception of mobile TV has a positive relationship with the mobile

TV acceptance.

This hypothesis was based on the proposed relationship that existed between the perceptions

that viewers had towards mobile TV and their acceptance of mobile TV.

Hypothesis 3: The image associated with owning or using mobile TV is positively related to

mobile TV acceptance.

This hypothesis was based on the proposed relationship between the perceived image

associated with mobile TV and the extent of adoption.

Hypothesis 4: The size of the screen has a positive relationship with the adoption of mobile

TV

This hypothesis was based on the proposed relationship that screen size had with acceptance

of mobile TV.

Hypothesis 5: Mobile TV functionality is positively related to the acceptance of mobile TV.

This hypothesis was based on the proposed relationship between mobile TV functions and the

acceptance of mobile TV.

Hypothesis 6: Mobile TV convenience is positively related to acceptance.

9

This hypothesis was based on the proposed relationship that existed between the perceived

convenience of mobile TV and the acceptance of mobile TV.

Hypothesis 7: Output quality is positively related to adoption.

This hypothesis was based on the proposed relationship between mobile TV output quality

and the acceptance of mobile TV.

1.5 RESEARCH DESIGN AND METHODOLOGY

The following section outlines the research design and the methodology used for this study.

1.5.1 RESEARCH DESIGN

Research design refers to a plan for carrying out a marketing research project. It maps out

procedures for gathering information that are used to answer questions and solve problems

(Malhotra & Birks, 2007). The research design establishes the foundation for the entire

research project (Malhotra & Birks, 2007). The design of the study was quantitative, non-

experimental and correlation design. Five point likert -scales were used to collect data from

respondents regarding their preferences and attitudes towards mobile TV. To collect data

from respondents for this study a self-administered research questionnaire was distributed to

participants.

1.5.2 RESEARCH METHOD

The method that was used to collect data was crucial in to identifying any possible bias in the

research. Important factors in identifying possible error and the extent to which data was

relevant included size and the kind of sample used, process involved in conducting field

work, analysis of data and reporting procedures (Malhotra & Peterson, 2006). To collect data

from participants a comprehensive questionnaire was developed whereby random students

from the University of the Witwatersrand were selected to answer questions on mobile TV

products and services. Quantitative research was applied to this study.

10

1.5.3 RESEARCH FORMAT

Descriptive research which is also known as statistical research was used in this study where

by a human element was involved and the main aim was to describe the data and

characteristics of the research problem.

1.5.4 SAMPLE SIZE DETERMINATION

According to (Length, 2001) sample size determination is crucial in planning a statistical

study as well as challenging. The sample size was determined using the Raosoft sample size

calculator. Raosoft is statistical software that is used to calculate sample size. Raosoft takes

into the following factors; account the margin of error, the confidence level, the population

size and the response distribution. The researcher choose the default settings on Raosoft

which had a margin of error at 5%, confidence level at 95% sample size at 30 000 and a

response distribution of 50%. The calculated sample size needed for the survey would be 380

respondents. However for purposes of this study a sample of 380 respondents was collected

for purposes of this research.

1.5.5 DATA COLLECTION METHODS

Primary data refers to data that is collected for a specific use, observed and collected from

first-hand experience (Malhotra, 1991). Secondary data on the other hand is data that was

collected in the past, already in existence, and has already been published (Malhotra, 1991).

The survey questionnaire was distributed to the students of The University of the

Witwatersrand. A pilot questionnaire was developed to investigate the attitudes and

perceptions that respondents had about mobile TV. The pilot questionnaire was distributed to

30 students who attend The University of the Witwatersrand. The other intention of the pilot

questionnaire was to find what questions potential participants would like to see in the final

questionnaire that was used to collect data?

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1.5.7 POPULATION

The University of the Witwatersrand has a population of approximately 30 000 students and

it is not possible to collect data from all of them and hence a sample was chosen.

1.5.8 SAMPLING PROCEDURES

The sample type used in this research was probability sampling because it enabled choosing

units from the population that the researcher was be interested in research on. Random

sampling was the technique that was used to select the respondents used for the study because

in this case each unit had an equal chance of being chosen. The sample size consisted of 380

participants which were of randomly selected students from The University of The

Witwatersrand. Data analysis involves the evaluation of data using analytical and logical

reasoning to investigate each individual unit from the given data and is it useful in this study

to obtain accurate results of the study The Statistics Department at The University of The

Witwatersrand is going to analyse the data. Statistical Analysis Software Enterprise Guide 5.1

was used to analyse the data.

1.6 SCOPE OF THE STUDY

There are certain limitations that will affect the outcome of this research. Firstly financial and

time constraints limited the amount of information can be gathered for the research.

1.7 CONTRIBUTIONS OF THE STUDY

This study contributes to the field of mobile TV within a South African context seeking

solutions on how the mobile TV services can be made more available to more in people

South Africa so as to use it as a marketing tool for products and services targeting the South

African market in a way that is also profitable for the mobile TV service providers. The other

significant contribution that this study makes is in identifying factors that hinder the success

of mobile TV in South Africa and also explores for ways of increasing mobile TV its

12

penetration levels in the country. This study recommends on ways of improving service

delivery of mobile TV in South Africa and how it can be seen as a credible alternative for

traditional television.

1.8 CONCLUSION AND SUMMARY

Chapter one provided a brief introduction to the study on mobile TV and also touched on the

chapters to follow. The research problem was defined in this chapter as well as the objectives

of the research clearly stated. The literature review was briefly mentioned and finally a brief

discussion of the research methodology was also done. Chapter two explored the literature

that covered mobile TV within a South African context and issues such as benefits and short

falls of mobile TV use were discussed.

13

CHAPTER 2

LITERATURE REVIEW OF CONSUMER PERCEPTIONS AND ATTITUDES ON

MOBILE TV

2.1 INTRODUCTION

Baker (2000) considers reviewing current literature relevant to a research topic to be an

essential first step and foundation for undertaking the research project. The main aim of the

literature review was to discuss key issues that relate to how mobile TV can be used as an

advertising agent and investigate consumers’ perceptions and attitudes towards mobile TV.

This chapter provides a detailed analysis of all the relevant empirical studies that have dealt

with perceptions and attitudes directed at mobile TV. The chapter also discusses the issues

pertaining to the use of mobile TV, its properties and its marketing implications; this referred

to how mobile TV could be integrated into marketing activities. A review of the mobile TV

industry was conducted in this chapter. Later in this chapter key theories guiding this research

were discussed in detail.

It is of great importance to take into account past research on mobile TV because it enhances

both the researcher’s and readers’ understanding of the key concepts of a study Gabbot

(2004: 413) provides five motivations for analysing past research. The first motivation is to

find out material that was left out in existing public record. The second motivation for

research is to avoid conducting a research that has been done before. The third motivation for

analysing past research is to broaden the researcher’s knowledge and enhance the researchers

understanding of area of interest to the researcher. The fourth reason for analysing past

research is to point out the work that influenced later developments of the innovation and

finally to aid the researcher’s evaluation and clarification of findings of the study. This

chapter compared and contrasted conflicting views surrounding the effectives of using mobile

14

TV as a marketing tool for products and services. An array of opportunities have been created

for interactive TV due to the addition of mobile and broadband networks to the satellite and

terrestrial TV platforms that already exist (Chorianopoulos, 2008). The extensive adoption of

Multimedia services which refers to the combination of various media or interactive media

has allowed television content to be processed through mobile devices such as smartphones,

personal computers and portable television devices such as the DStv Walker

(Chorianopoulos, 2008). Orgad (2006) considered the following questions to be important

when analysing the importance of mobile TV industries’ future. How would mobile TV

provide viewers’ with a different experience as compared to traditional television? Who is

going to use it? Why would the consumers of mobile TV use the product or service? Where

and when would consumers use mobile TV? Most importantly how would mobile TV

revolutionize advertising and what are the opportunities for it?

TABLE 2.2 PAST DEFINITIONS OF MOBILE TV

Author Definition

(Jung, Perez-Mira & Wiley –Patton 2009) Mobile TV is a service which is provided

through mobile devices that shows

television-like content.

(Schatz, Wagner, Egger & Jordan, 2007) Mobile broadcast TV is a combination of

TVs and mobile phones.

(Shim, Ahn & Shim, 2006) Mobile TV can be defined as television

content that can be viewed on mobile devices

through the use of wireless networks

2.4 MOBILE TV MARKETING

To establish how mobile TV can be used as a marketing tool it is important to firstly look at

the current state of mobile marketing. Bernhart (2009: 69) stated that mobile marketing is an

unseasoned form of marketing and it is imperative for firms to hire the most competent

employees but the main challenge for them is that there is a shortage of talent. It is of essence

for marketers, service providers and consumers to have an understanding of mobile TV phone

15

usage patterns especially at a time when traditional television is on the decline as a channel

for advertising (OFCOM, 2006). An important implication of mobile marketing is that mobile

marketing campaigns should at least have a response of 8% from the total targeted people for

them to be successful (World Advertising Research Center, 2006). The concept of mobile

advertising is a relatively new means of communication for marketers to reach their target

market and that mobile devices are viewed as personal devices and this would allow for them

to reach their target market without encountering any time or location barriers (Vantaparast

& Asil, 2007: 21) and (Smutkupt et al, 2010: 134).

2.2 MOBILE TV INDUSTRY OVERVIEW

Mobile operators, broadcasters and cable TV operators have been battling for a share of the

mobile TV market. Due to differences in transmission, mobile TV can be distinguished as

cellular mobile TV and mobile broadcast TV (Kumar, 2010). This study explored the mobile

TV industry in China and Europe as to how it has been adopted in those parts of the world.

Most importantly this study will focus on the mobile TV industry in South Africa. In China

mobile TV is separated into three categories that comprise of a broadcasting model that uses

broadcasting networks to transmit live mobile TV or on-demand mobile TV content such as

China Mobile Multimedia Broadcasting (CMMB). The Chinese government sponsors the

China Mobile Multimedia Broadcasting (Shim, Park & Shim, 2008). The second category

comprises of a telecommunications model that uses cellular phone networks to enable video

streaming or downloading video/ audio material 3 G TV and the third category comprises of

an internet model that uses mobile internet networks to allow viewing of on-line videos such

as Tudou (Jiang, 2011). Tudou is a Chinese on-line video sharing website that competes with

the famous YouTube website (Tudou.com, 2013).

16

The mobile TV industry in Europe also has its own fair share of challenges. Mobile TV

uncertainties in Europe are due to doubts on whether mobile TV has a feasible and viable

business model, (Shim et al, 2008). The European commission’s endorsement of the DVB-H

standard forced the abolishment of the launch of the DAB-IP (Digital Audio Broadcasting

Internet Protocol) standard by British Telecom which was to be launched in September 2006

(Shim et al, 2008). The mobile TV market is greatly fragmented due to various standards

which include DVB-H and DAB-IP and the Chinese CCMB hence this has led to low mobile

phone sales in Europe due to compatibility issues (Shim et al, 2008).

2.2.1 OVERVIEW OF MOBILE TV LITERATURE IN SOUTH AFRICA

Price Waterhouse Coopers, a multinational professional services firm stated in its South

African Entertainment and Media Outlook for 2011 to 2015 there is potential for a new

advertising revenue stream with the launch of mobile TV in South Africa and is projected at

22 million Rand by 2015 (Screen Africa, 2010). PricewaterhouseCoopers also projected the

combined effort of both online and mobile television advertising to reach and total of 54

million rand in the year 2015 (Screen Africa, 2010). During 2009 and 2010, 92% of total

television growth was generated from subscription television spending which overtook

advertising to become television industry’s main player and mobile television will also

generate additional revenue of 102 million Rand in the future for the South African

subscription television market (Screen Africa, 2010). Total television spending in South

Africa is projected to grow at an annual compound rate of 10.3% and this is from R23.1

billion in 2011 to R37.6 billion in 2016 (PricewaterhouseCoopers, 2010).

DStv Mobile is available in Ghana, Kenya, Namibia, Nigeria and South Africa, with Nigeria

having the most positive response to mobile TV. MultiChoice invested about 300 million

Rand in research and development infrastructure and the marketing of its mobile TV products

and services (DStv mobile.com, 2009). MultiChoice’s DVB-H (Digital Video Broadcasting

17

Hand held) available for free, was commercially launched in South Africa in November

2010, with two bouquets, in particular DStv Mobile, which has seven channels, and e Mobile,

having two channels (DStv mobile.com, 2009). Christer & Pirkko (2007) describe the 2006

FIFA World Cup as a key launching pad for mobile TV.

2.3 OPPORTUNITIES AND CHALLENGES THAT MOBILE TV FACES

The section below discussed the opportunities and challenges that mobile TV faces in South

Africa.

2.3.1 OPPORTUNITIES FOR MOBILE TV IN SOUTH AFRICA

Mobile TV brings new aspects such as small screens and allowing users to enjoy it in noisy

environments (Buchinga, Kriglsteing & Hlavacs, 2009). According to

PricewaterhouseCoopers the increased penetration of smartphones and tablets in South Africa

has the potential to fuel growth in the mobile subscription market (PricewaterhouseCoopers,

2010). Opportunities that will arise from mobile TV include “television on the go” as

compared to actual going to the information as what is done with traditional television, radio

and the internet the information comes to them on personalised mobile devices (Orgad,

2006). Further opportunities that arise from mobile TV come from multimedia functionality

which offers increased interactivity and more personalized viewing experience than that

provided by traditional television due to multimedia features such as radio, music player,

camera and video all on a cellular phone (Orgad, 2006). Future opportunities for mobile TV

in south Africa could be brought about by the hosting of major sporting events for example as

was seen with the 2010 FIFA World Cup which allowed for more than ten mobile TV

broadcasting networks to be opened in Africa, according to Nokia Siemens ( Broadcast

Engineering, 2009). The FIFA World Cup was singled out and predicted to be the most

important driver for the adoption of mobile DTV (Digital Television) services in South

Africa. (Broadcast Engineering, 2009).

18

The 2010 FIFA World Cup brought about more opportunities for mobile TV in South Africa

when 35 mobile TV licensees were issued covering more than 80 territories (Fifa.com, 2010).

According to the 2010 FIFA World Cup South Africa TV Audience Report there were a total

of 35 mobile TV licensees for the 2010 FIFA World Cup South Africa covering more than 80

territories. Licensees had access to the Mobile Match Feed for all 64 matches of the 2010

FIFA World Cup South Africa, which included an extra dedicated camera and specific

graphics for small-screen viewing (FIFA.com, 2010). In the United States of America ESPN

Mobile TV and Univision, two major television broadcasters achieved 1.5 million viewers,

Germany’s Telekom Deutschland provided 1.6 million mobile TV viewers access to the 2010

FIFA World Cup and Australia’s Optus had an audience of 400 000 watching the 2010 FIFA

World Cup on their mobile TV devices, this was according to the 2010 FIFA World Cup

South Africa TV Audience Report (FIFA.com, 2010). Over 15 000 mobile content video

clips were made available to mobile TV audiences in in 11 language for the 2010 FIFA

World Cup in South Africa (FIFA.com, 2010). Opportunities may arise for content

distributers in the case of reducing resolution of TV images without affecting the observed

quality of visuals and this would mean less bandwidth would be required and more mobile

TV content could distributed much cheaper (Knoche & McCarthy, 2004).

2.3.2 CHALLENGES FOR MOBILE TV IN SOUTH AFRICA

Even though there was an opportunity for growth of mobile TV in South Africa there were

challenges that remained to be seen on whether mobile television would result in significant

revenues in the television sector (Price Waterhouse Coopers, 2010). According to Orgad

(2006) Mobile TV was an innovation that was still primitive with respect to its levels of

production and adoption, this posed a potential challenge in predicting its potential impact.

19

Mobile TV development had been determined by numerous factors in technology, commerce,

society and politics, regulation as well as other various factors (Orgad, 2006). A major

challenge to marketers was how to explain to the target market the benefit that would be

derived from such a technology. Technology is a term that is widely referred to and not fully

understood by all who use it (Trott, 2012). This meant that marketers should be clear in

explaining the benefits of a new product or technology such as mobile TV to their target

market. Marketers face various challenges when introducing a new product or technology.

Marketers had to be able to persuade potential customers to adopt a new unique product or

service, have knowledge of the market, introduce a market-derived idea, having an effective

product launch and marketing communications in-order to succeed (Perreault & McCarthy,

2006). Other challenges that marketers might face when introducing a new and unique

product or service such as mobile TV include being able to increase need for that product,

avoiding entering a competitive market that already has customers that are satisfied and

raising a sizeable amount of investment (Perreault & McCarthy, 2006).

The mobile TV standard that uses the internet model faces the following challenges: limited

screen size, keyboard functionality, and lack of pointing devices, low memory, limited

battery life and slow connections (Kaasinen, 2005). The fact that mobile TV comes with

small screens and low resolution has made mobile TV producers rethink about using shots

that show people or objects from a great distance and this limits the usefulness of mobile TV

(Knoche, Sasse, McCarthy, 2005). Goldstruck (2013) stated that in relation to DStv mobile,

streaming mobile TV would be very expensive and difficult to implement and mobile TV can

only become profitable in the long-term as the cost of handsets is still a major issue of

concern in South Africa Currently mobile TV faces uncertainty on whether its services can be

mass marketed and concerns over its business model viability (Shim, Park & Shim, 2008).

Barriers to mobile TV success also include resistance from consumers, belief that it is

20

expensive, concerns of limitations in wireless connectivity, doubt over real benefits

obtainable as well as programming options available and distribution channels (Shim et all,

2008). Another major barrier for mobile TV is to create, transfer and offer consumers content

that fully amplifies their viewing experience. (Buchinger et al., 2009).


Röcker (2009) stated the key objective of the technology acceptance model is to critically

examine the variables that influence the acceptance and diffusion of new technology. The

literature review echoed similar sentiments to those of the technology acceptance model in

that all the favourable attitudes towards all the constructs in the modified technology

acceptance model lead to higher acceptance levels of mobile TV. The literature review also

showed that mobile TV had potential for growth even though the market for mobile devices

and services was still small. Naspers (2013) stated that mobile TV in South Africa is still in

its infancy. This chapter also revealed that 2010 FIFA World Cup was a major player in

helping establish mobile TV in South Africa as evident by the viewing figures that were

released on FIFA.com. However on the other hand mobile TV in South African also faces

uncertainty on the viability of its business model as well the marketability of its services

(Shim, Park & Shim, 2008). Chapter three explored the research model and the model’s

components as well as exploring the hypothesis of this research.

21

CHAPTER 3

RESEARCH MODEL AND COMPONENTS

3.1 INTRODUCTION

This chapter discusses the model used for this study. This chapter also explored the

hypotheses individually, the components of the model from which these hypotheses originate

from, and the indicators attached to each of these components. The chapter then concludes by

discussing the marketing implications of and also the limitations of this model. A Modified

Technology Acceptance Model was used to help explain consumer perceptions and attitudes

towards the use of mobile TV as a plausible substitute for the standard traditional TV.

3.1.1 MODEL

In this thesis a modified version of the Technology Acceptance Model was used as a basis for

research. The modified Technology Acceptance Model is illustrated in figure 3.1. This

modified model was to investigated the effectiveness of using mobile TV as a marketing tool

22

FIGURE 3.1.1 THE MODIFIED TECHNOLOGY ACCEPTANCE MODEL

H5

EXPERIENCE

User’s perceptions on

mobile TV

Image

Screen size

Functionality

Convenience

Output quality

Perceived

usefulness of

mobile TV

H2

H3

H4

H1

Intention

to use

mobile

TV

Acceptance

of mobile

TV

Perceived ease of use

H6

H7

Adopted from Venkatesh & Davis (2000)

This model is modified from the original model developed by Venkatesh & Davis (2000)

3.1.2 TECHNOLOGY ACCEPTANCE MODEL CONSTRUCTS DEFINED

Experience refers to what attitudes viewers have after using mobile TV or how

potential viewers perceive how they would feel after using mobile TV devices or

services.

23

User’s perceptions of mobile TV. This construct explains how a consumer would

perceive the degree of ease associated with the use of the innovation (Venkatesh &

Davis, 2000).

Image refers to how the innovation in question was perceived to enhance one’s social

standing in a community (Venkatesh & Davis, 2000).

Screen size refers to how big mobile TV monitors are as and how the monitors affect

viewers perceptions of mobile TV.

Functionality refers to how the mobile TV devices perform in terms of how they

operate.

Perceived usefulness explains the extent to which the consumer perceives a system or

innovation to be helpful (Venkatesh & Davis, 2000).

Convenience refers to the perceived ease of use that is associated with mobile TV.

Output quality is defined as the extent to which a consumer believes that the

innovation performs well (Venkatesh & Davis, 2000).

Intention to use refers to the degree to which a consumer has formulated conscious

plans to use the technology or not (Venkatesh & Davis, 2000).

A modified Technology Acceptance Model was used to explain and predict user acceptance

of new technology (Venkatesh & Davis, 2000). There were seven hypotheses that were

developed from the modified technology acceptance model in order to investigate the

relationship between acceptance (dependent variable) and each independent variable. The

independent variables were: experience, user’s perceptions, image, screen size, functionality,

convenience and output quality. To achieve the objectives of this study the following

hypothesis will be tested:

24

Hypothesis 1: The perceived experience obtained from mobile TV is positively related to

acceptance.

This hypothesis is based on the proposed relationship between the perceived experience

obtainable from using mobile TV and the level of acceptance of mobile TV.

Hypothesis 2: User’s perceptions of mobile TV are positively related to mobile TV

acceptance.

This hypothesis is based on the proposed relationship between the user’s perceptions of

mobile TV and the acceptance of mobile TV.

Hypothesis 3: The image associated with owning or using mobile TV has a positive

relationship with mobile TV acceptance

This hypothesis is based on the proposed relationship between the perceived image associated

with mobile TV and the extent of adoption.

Hypothesis 4: The size of the Mobile TV screens has a positive relationship with the

acceptance of mobile TV

This hypothesis is based on the proposed relationship that screen size has with the acceptance

of mobile TV.

Hypothesis 5: Mobile TV functionality has a positive relationship with the acceptance of

mobile TV

This hypothesis is based on the proposed relationship that mobile TV functionality has with

the acceptance of mobile TV.

Hypothesis 6: Mobile TV convenience is positively related to acceptance of mobile TV.

25

This hypothesis is based on the proposed relationship, illustrated by the modified technology

acceptance model which shows that the perceived convenience associated with the use of

mobile TV leads to acceptance of mobile TV.

Hypothesis 7: Mobile TV output quality is positively related to acceptance.

This hypothesis is based on the proposed relationship illustrated by the technology

acceptance model which shows that the output quality observed from using mobile leads to

acceptance of mobile TV.

3.2 MARKETING IMPLICATIONS

Chuttur (2009) pointed out is it is important for any marketer willing to understand user

acceptance of technology to have an understanding of the technology acceptance model. The

marketing implications for mobile TV are that marketers have to identify and satisfy the

viewing needs of their customers and this implies that they should have a comprehensive

understanding of technology acceptance model in order to observe how new technology such

as mobile TV is adopted by their customers. Lack of user acceptance has been a hindrance to

the success of new information technology (Davis, 1999). This therefore implies that for the

success of new technologies such as mobile TV user acceptance has to be increased.


Over the past twenty years user’s acceptance of new technology has been an important are of

research therefore it becomes the onus of any researcher seeking to understand user

acceptance of new technology to understand the technology acceptance model (Chuttur,

2009). In conclusion the Technology Acceptance model was the most suited model to be used

in explaining and predicting the use of a system because it has received more credibility in

26

the field of adoption of new technology than any other model (Chuttur, 2009). The following

chapter, chapter four discussed the research design and methodology. Chapter four discussed

the research design and methodology that was followed in conducting this study.

27

CHAPTER 4

RESEARCH DESIGN AND METHODOLOGY

4.1 INTRODUCTION

In the previous chapter, chapter three the Technology Acceptance Model (TAM) was

discussed and each component explained. This chapter discusses the method and approach

used to reach the findings of the research. In this chapter the research design, sampling and

data collection process was be explored in detail. Research is a thoughtful and structured

search for new information that can be applied to a particular field (Rajasekar, Philominathan

& Chinnathambi, 2006). (Rajasekar, 2006) stated that research involved processes of

searching for solutions to scientific problems using objectivity and structured analysis and the

main objectives include the development of scientific tools, concepts as well as analysing and

event, process or phenomenon A research is aimed at informing concerned parties and

therefore it is important to have findings that cover a wide body of research

(uniteforsight.org, 2013)

4.2 RESEARCH DESIGN

Research design refers to a plan for conducting a marketing research project. It maps out the

procedures of gathering information that will be used to answer questions and solve problems

(Malhotra & Birks, 2007). The research design establishes the foundation for the entire

project (Malhotra & Birks, 2007). The design of the study was a quantitative design. A

comprehensive questionnaire was developed and was administered to the students of the

University of the Witwatersrand on campus. The sample size was determined by Raosoft

sample size calculator. Raosoft is a statistical calculator used to determine sample sizes used

for research.

28

4.2.1 DETERMINING SAMPLE SIZE

Sample size determination is crucial in planning a statistical study and challenging as well

(Length, 2001). The sample size was determined using the Raosoft sample size calculator.

Raosoft is statistical software that is used to calculate sample size. Raosoft takes into the

following factors; account the margin of error, the confidence level, the population size and

the response distribution. The researcher choose the default settings on Raosoft which had a

margin of error at 5%, confidence level at 95% population size at 30 000 and a response

distribution of 50%. Raosoft then calculated that the sample size needed for the survey would

be 380 respondents.

4.3 DATA COLLECTION

A pilot study was conducted to investigate the attitudes and perceptions that people have

about mobile TV. This was also important in checking for reliability of scales used in the

questionnaire. The pilot questionnaire was distributed to 30 students at The University of the

Witwatersrand. The other intention of the pilot questionnaire was to find out what questions

potential participants would like to see in the final questionnaire that would be used to collect

data?

The research design was important for the following reasons

a). Laying out the information required in the study.

b). It helped determine whether the entire design will be descriptive, exploratory or causal.

c). It designed the order in which all measurements were to follow.

d).The research design was also involved in construction of the questionnaire that was be

used for this research.

e). It clarified the qualitative or quantitative procedures in sampling and the sample size.

29

f). Finally the research design was also be key in developing the plan for the quantitative data

analysis that is going to be used in this study (Malhotra & Birks, 2007).

4.4 SAMPLE SELECTION

(Trochim, 2000) mentioned that selecting a sample was a process that involved choosing

units, that meant people or organisations from a population of interest to the researcher so

that by studying the sample one may fairly generalize the results back to the population from

which they were chosen

4.5 PRIMARY DATA COLLECTION INSTRUMENT

The primary data collection instrument used for this dissertation was a questionnaire. This

questionnaire was developed by the researcher and distributed to willing respondents at the

University of the Witwatersrand. All respondents were students who attend the University of

the Witwatersrand and who had volunteered to participate in the study. The questionnaire had

two sections A and B, section A asked the respondent about his or her biographical

information such as gender and age. Section B used a five point likert-scale to ask questions

based on the research model and asked the respondent questions regarding his or her

attitudes, perceptions and preferences towards mobile TV.

The researcher made the decision to use a questionnaire to collect data from respondents as

this was seen to be the most appropriate tool for collecting the data. The questionnaire was

designed based on a modified technology acceptance model that was adopted from the

technology acceptance model developed by Vakantesh & Davis (2000)

4.5.1 FORMAT OF THE QUESTIONNAIRE

The primary data collection instrument used to collect data for the research was a research

questionnaire. The following sections outline the format of the research questionnaire.

30

SECTION A: BIOGRAPHICAL DETAILS

This section of the questionnaire asked the respondent information about his or her age,

gender economic status and year of study

SECTION B: ATTITUDES, PERCEPTIONS AND PREFERNCES

In this section the respondents were asked to answer a series of questions on five point likert-

scales that asked about attitudes, perceptions and preferences that the respondent might have

towards the consumption of mobile TV.

4.6 DATA PROCESSING AND ANALYSING

Trochim (2000) pointed out that most social research involves the data analysis that occurs in

three main stages which are usually carried out in the following order:

1. Cleaning and sorting out the data for analysis (Data Preparation).

2. Describing the data (Descriptive Statistics)

3. Testing Hypotheses and Models (Inferential Statistics).

4.7 DATA CLEANING AND CODING

Before the data collected from study could be analysed certain checks for the legitimacy of

the data have to be conducted and the researcher had to take this into consideration so that so

incorrect data was entered on to the excel spread sheet and if entered had to be removed.

Trochim (2000) stated that immediately after receiving the collected data the researcher must

screen it for accuracy. This will enable the researcher to identify any errors that the sample

might have.

Trochim (2000) added that the following questions had to be asked by the researcher in order

to successfully check for discrepancies and inconsistencies:

Are the responses written clearly?

31

Did the respondent answer all important questions?

Did the respondent complete the questionnaire?

Does the questionnaire contain all the relevant contextual information such as data,

time, place and the researcher’s details?

4.7.1 DATA ANALYSIS AND STATISTICAL TECHNIQUES

To analyse data collected the following statistical techniques are going to be used:

1. Factorial analysis

2. Linear regression

a) Factorial analysis was conducted in order to reduce data, this means small sets of data

where being achieved using a small set of variables (preferably uncorrected) being.

The other reason for conducting factor analysis would be to create indexes with

variable that would measure the same thing in concept. To get a small set of variables

(preferably uncorrelated) from a large set of variables (most of which are correlated to

each other).

b) Linear regression was conducted in order to see the relationship that might exist

between the variables contained in the modified technology acceptance model

(Statistics.laerd, 2013).

4.8 RELIABLITY AND VALIDITY

In the section below reliability and validity are defined.

4.8.1 RELIABILITY

(Malhotra & Peterson, 2006) defined reliability as the degree to which a scale produces

consistent results if the same measurements are repeated. To test for reliability that was used

for the scales Cronbach’s alphas where tested on all the variables that were used to make the

32

questionnaire. Repeated measuring of a construct or construct of interest determines its

reliability for research (Malhotra & Peterson, 2006).

4.8.2 VALIDITY

Validity is a statistical process that establishes if a study is actually measuring what it is

intend to or if the results are actually true (Golafshani, 2003). According to (Malhotra &

Peterson, 2006) validity refers to the extent to which differences in the observed scales scores

reflect actual differences in what is being measured. In order to test for reliability of the

scales used for collecting data a pilot study was conducted and Cronbach’s alphas for all

variables on the model that were used in the questionnaire. The Cronbach’s alphas were run

using SAS Enterprise Guide. Below are the Cronbach’s alpha results of the pilot study.

(Malhotra & Peterson, 2006) defined reliability as the average of all possible half-divided

coefficients that are as a result of different divisions of the variable in question. (Malhotra &

Peterson, 2006) also added that the coefficient varies from 0 to 1 and any value less than 0.6

is considered to be unreliable for measuring that specific construct.

4.8.3 RELIABILITY TESTS

Below is a discussion of the Cronbach’s Alphas that were calculated for each of the eight

constructs of the scale which were tested.

4.8.3.1 EXPERIENCE

The experience construct of the scale was calculated along five indicators, they are:

Experience- reliability

Experience- News

Experience- Sport

Experience- boring

Experience- satisfied

33

The results of the calculation were presented in table 4.8.1

TABLE 4.8.1 Cronbach’s Alpha Coefficient for Each Variable in the Experience

Construct for the Pilot Study

Cronbach’s Alpha Coefficient

Total 0.661355

Cronbach’s Alpha Coefficient with deleted variables

Experience -Reliability 0.633430

Experience -News 0.558673

Experience -Sport 0.598199

Experience -Boring 0.618969

Experience -Satisfied 0.634082

The calculated Cronbach’s alpha for experience was calculated using the results of the pilot

study to be: 0.66. This is above the 0.6 margin and indicates that the measurement of the

experience construct was fairly reliable. However the news and sport variables had 0.558673

and 0.598199 respectively these factor loadings are considered fairly low and less reliable

and therefore possible reasons for the low loadings could have been that the sample size was

too small to achieve reliable results as only 30 respondents were sampled and the other

reason could have been that the response failed to interpret the questions accurately.

4.8.3.2 PERCEPTIONS

The perceptions construct of the scale was calculated along five indicators, they were:

Perceptions- Price

Perceptions- Screen size

Perceptions- Easy

Perceptions- Entertaining

Perceptions- durable


34

TABLE 4.8.2 Cronbach’s Alpha Coefficient for Each Variable in the Perceptions



Total 0.884281

Cronbach’s Coefficient alpha with deleted variables

Perceptions -Price 0.862467

Perceptions -Screen size 0.862467

Perceptions -Easy 0.837953

Perceptions -Entertaining 0.868658

Perceptions -durable 0.864344

The calculated Cronbach’s alpha for the perceptions construct was calculated using the

results of the pilot study to be: 0.88. This is way above the 0.6 margin and indicates that the

measurement of this perceptions construct is very reliable.

4.8.3.3 IMAGE

The image construct of the scale was calculated along five indicators, they were:

Image More- Friends

Image- Respect

Image- Higher Status

Image- Lower Status

Image- Less Friends


TABLE 4.8.3 Cronbach’s Alpha Coefficient for Each Variable in the Image Construct

for the Pilot Study


Total 0.619084


Image -More Friends 0.564599

Image -Respect 0.494203

Image -Higher Status 0.502294

Image -Lower Status 0.627512

35

Image -Less Friends 0.617566

The calculated Cronbach’s alpha for the image construct was calculated using the results of

the pilot study to be: 0.62. This is above the 0.6 margin and indicates that the measurement of

the image variable is reliable.

4.8.3.4 SCREEN SIZE

The screen size construct of the scale was calculated along five indicators, they were:

Screen size- Small

Screen size - Picture

Screen size - Reasonable

Screen size - Frame rate

Screen size - Detail


TABLE 4.8.4 Cronbach’s Alpha Coefficient for Each Variable in the Screen Size



Total 0.875623


Screen -size Small 0.848403

Screen -size Picture 0.808447

Screen -size Reasonable 0.878992

Screen -size Frame rate 0.848096

Screen -size Detail 0.856905

The calculated Cronbach’s alpha for the screen size construct was calculated using the results

of the pilot study to be: 088. This is way above the 0.6 margin and indicates that the

measurement of the screen size construct is very reliable.

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4.8.3.5 FUNCTIONALITY

The functionality construct of the scale is calculated along five indicators, they were:

Functionality- Satisfied

Functionality- Complex

Functionality- Limited

Functionality- Reception

Functionality- Compatibility


TABLE 4.8.5 Cronbach’s Alpha Coefficient for Each Variable in the Functionality



Total 0.885615


Functionality -Satisfied 0.847844

Functionality -Complex 0.864901

Functionality -Limited 0.856851

Functionality -Reception 0.838970

Functionality -Compatibility 0.892715

The calculated Cronbach’s alpha for the functionality construct was calculated using the

results of the pilot study to be: 089. This was way above the 0.6 margin and therefore

indicated that the measurement of the functionality construct was very reliable.

4.8.3.6 CONVENIENCE

The convenience construct of the scale was calculated along five indicators, they were:

Convenience- General

Convenience- Battery

Convenience- Coverage

Convenience- Portability

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Convenience- Back-up


TABLE 4.8.6 Cronbach’s Alpha Coefficient for Each Variable in the Convenience


Cronbach’s Coefficient Alpha

Total 0.856136

Cronbach’s Coefficient Alpha with deleted variables

Convenience -General 0.839996

Convenience -Battery 0.793494

Convenience -Coverage 0.834275

Convenience -Portability 0.824192

Convenience -Back-up 0.837355

The calculated Cronbach’s alpha for the convenience construct was calculated using the

results of the pilot study to be: 086. This is way above the 0.6 margin and indicates that the

measurement of the convenience construct is very reliable.

4.8.3.7 OUTPUT QUALITY

The output quality construct of the scale was calculated along five indicators, they were:

Output- Sound

Output- Image Clarity

Output- Image Size

Output- Overall

Output- Download Time


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TABLE 4.8.7 Cronbach’s Alpha Coefficient for Each Variable in the Output quality



Total 0.777597


Output Quality- Sound 0.770171

Output Quality-Image Clarity 0.720724

Output Quality- Image Size 0.772209

Output Quality- Overall 0.672105

Output Quality- Download Time 0.737025

The calculated Cronbach’s alpha for output quality was calculated using the results of the

pilot study to be: 078. This is above the 0.6 margin and indicates that the measurement of the

output quality construct was reliable.

4.8.3.8 ACCEPTANCE

The attractiveness construct of the scale is calculated along five indicators, they are:

Acceptance- Ease

Acceptance- Entertaining

Acceptance- Reliable

Acceptance- Appealing

Acceptance- Useful


TABLE 4.8.8 Cronbach’s Alpha Coefficient for Each Variable in the Acceptance



Total 0.831284


Acceptance -Ease 0.795497

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Acceptance -Entertaining 0.795499

Acceptance -Reliable 0.819227

Acceptance -Appealing 0.776444

Acceptance -Useful 0.799795

The calculated Cronbach’s alpha for output quality was calculated using the results of the

pilot study to be: 0.83. This is above the 0.6 margin and indicates that the measurement of the

acceptance construct is very reliable.

The results from the above four statistical analyses provided evidence that the scale used for

this study was reliable. The Cronbach’s alphas for all of these constructs were again

calculated using the full sample group in chapter 5.

4.8.4 ETHICAL COSIDERATIONS OF THE RESEARCH PROJECT

An ethics clearance form was applied for and obtained is it was a requirement of the research.

This was so because a human element was involved in the study therefore measures had to be

put in place that ensure the protection of peoples’ privacy as well as the reputation of the

University of the Witwatersrand. No participant was forced to take part in the study and no

incentives such as money were used into luring participants into taking part. All the

procedures as far as ethical conduct throughout the research were adhered to by the

researcher. The researcher will keep all collected data as confidential and not use it for any

other purposes other than those of the research. It is the responsibility of the researcher to

protect the anonymity of the participants of the research and to maintain the data collected

confidential at all costs unless arrangements are with the participants in advance (Frankfort-

Nachmias & Nachmias, 1992)


Chapter 4 outlined and discussed the methodology that was used for the entire research.

Chapter 4 began with laying out the research design to the data collection process used,

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describing the population and sample selection procedures. The format of the questionnaire

which is the primary data collection tool was discussed as well as the procedure that would be

carried out in the following Chapter for the processing and analysing of the data. A strong

emphasis was made on data cleaning in Chapter as it is crucial to code accurate data because

coding inaccurate data would lead to making misinformed conclusions and findings.

Reliability and validity of scales was also discussed as well as conducting reliability tests on

all variables that were used to construct the questionnaire. The reliability tests were carried

out using the Cronbach’s alpha. Chapter 5 presents and explores the findings that where

obtained through empirical investigation illustrated in this Chapter. Ethical considerations

were also discussed in this Chapter. In Chapter five the results of the study were analysed and

interpreted using SAS Enterprise Guide 5.1.

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CHAPTER 5

ANALYSIS AND INTERPRETATION OF RESULTS

5.1 INTRODUCTION

Chapter 4 discussed the methods and techniques that were used to obtain the findings

presented in this chapter. This chapter discusses the findings that where obtained through

empirical investigation. In his chapter there were presentations of statistical analysis of data

that was collected through the data collection tool (questionnaire). To analyse the data SAS

Enterprise Guide was used. In this chapter descriptive statistics were discussed, the reliability

of all the constructs that were in the model and used to develop the questionnaire where also

discussed. Finally results of factor analysis and linear regressions were presented in th

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