Earticle

초록

영어

Mobile TV refers to the service that provides live broadcasting and video-on-demand content through a mobile device. In addition to the advertisement as the early-stage revenue model, the paid subscription model has emerged as a more sustainable revenue source for mobile TV services. In this study, with the surveys of 450 free mobile TV users, we examine the motivational factors influencing their intention to adopt a paid subscription model. Results show that three extrinsic motivations, price fairness, subjective norm, and mobile TV utilization, are positively associated with free users’ paid subscription intention. In contrast, intrinsic motivations, such as hedonic need, spatiotemporal convenience, and self-efficacy, have no significant influence on the intention. We also found that the expected value is positively associated with attitude toward mobile TV service, also positively influencing the paid subscription intention.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Theoretical Background
2.1. Mobile Service Adoption and Use
2.2. Mobile TV Service
2.3. Intrinsic and Extrinsic Motivations
Ⅲ. Hypotheses Development
3.1. Intrinsic Motivation and Subscription Intention
3.2. Extrinsic Motivation and Subscription Intention
3.3. Expected Value, Attitude, and Subscription Intention
Ⅳ. Methodology
4.1. Sample and Data Collection
4.2. Measurement
4.3. Analysis Methodology
Ⅴ. Results
5.1. Measurement Model
5.2. Structural Model
Ⅵ. Discussions
6.1. Summary of Findings
6.2. Theoretical Implications
6.3. Managerial Implications
6.4. Future Research Directions

저자

• Jaemin Song [ Assistant Professor, Department of Area of Management, Sungkonghoe University, Korea ]
• Sunghan Ryu [ Associate Professor, USC-SJTU Institute of Cultural and Creative Industry, Shanghai Jiao Tong University, China ] Corresponding Author
• Young-gul Kim [ Professor, College of Business, Korea Advanced Institute of Science and Technology, Korea ]

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