Motivators for the intention to use mobile TV
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Transcript of Motivators for the intention to use mobile TV
Motivators for the intention to use mobile TVA comparison of South Korean males and females
Presented by Cathy BrittUniversity of Washington: COM 546April 26, 2011Photo by Phi-Hong Ha, 2009
Photo by Nicolas Nova, 2009
Mobile TV in South Korea
Photo by John Gamboa, 2010
EntertainmentSocial interaction
Permanent accessPass time
Fashion/status
Attitude Intention
Effects of gender
Photo by Phi-Hong Ha, 2009
social interaction
and permanent
access
entertainment, permanent access and
fashion/status
Attitude Intention to use(regardless of gender)
Positive effect:• fashion/status• communication tool
for permanent access
No effect:• pass time motive
Photo by Nicolas Nova, 2009
Challenges
Photo by Younghee Jung, 2007
Discussion Questions• Have you tried watching
anything broadcast live on a mobile device?
• Would you rather watch live TV or on-demand TV on your mobile devices?
• What do you think of the emergency-alert option of mobile TV?
Credits
Based on:Choi, Y., Kim, J. and McMillan, S. (2009). Motivators for the intention to use mobile TV: A comparison of South Korean males and females. International Journal of Advertising, 28(1), 147-167.
Flickr Photo Credits• Mobile TV, Nicolas Nova,
http://www.flickr.com/photos/nnova/3948945712/• Mobile TV, Nicolas Nova,
http://www.flickr.com/photos/nnova/3948168895/sizes/z/• Can’t remember where in Dresden I found these, Phi-Hong
Ha http://www.flickr.com/photos/hhaduong/5003566033/• DMB Mobile TV, John Gamboa
http://www.flickr.com/photos/jgamboa/4642112122/• Mobile TV on LG Prada, Younghee Jung,
http://www.flickr.com/photos/younghee/1778697575/
Creative Commons License – Attribution, Non-CommercialCathy Britt, University of [email protected], @CathyABritt