What drives consumers to accept mobile TV services?

• Main Authors: shi-yi Wang, 王心怡
• Other Authors: yu-min Wnag
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/68347787702639698567

碩士 === 國立暨南國際大學 === 資訊管理學系 === 97 === This empirical study focused on use 3G cell phone watch Mobile TV and the research model is based on the Technology Acceptance Model, with Task-Technology Fit、Perceived Playfulness、Personal Innovativeness and Cost as external variables. The purpose of this study is to find “What drives consumers to accept mobile TV services?”. This study to understand “What drives consumers to accept mobile TV services?”, and the sample we find consumers who has ell phone and used 3G cell phone. Finally, this study find that the Task-Technology Fit is positive to Perceived Usefulness、Perceived Ease of Use and Perceived Playfulness. Perceived Usefulness and Perceived Playfulness are positive to Behavior Intention. In addition, Task-Technology Fit、Perceived Ease of Use、Personal Innovativeness and Cost isn’t significant to Behavior Intention.