Motivators for the intention to use mobile TV
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Transcript of Motivators for the intention to use mobile TV
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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
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Photo by Nicolas Nova, 2009
Mobile TV in South Korea
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Photo by John Gamboa, 2010
EntertainmentSocial interaction
Permanent accessPass time
Fashion/status
Attitude Intention
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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
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Photo by Nicolas Nova, 2009
Challenges
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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?
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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