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 Washingtonbrittca@uw.edu, @CathyABritt