Adoption of Mobile Video: An Empirical Study in Beijing

Author

Zhang, Aihua ; Yue, Xing ; Zhang, Yunqin

Author_Institution

Sch. of Econ. & Manage., Beijing Univ. of Posts & Telecommun., Beijing, China

fYear

2009

fDate

20-22 Sept. 2009

Firstpage

1

Lastpage

4

Abstract

Although mobile video has provided high-speed, convenient and personalized services, reports now on mobile video show that potential users may not be using the systems. Thus, research is needed to identify the factors determining users´ acceptance of mobile video. Theoretical and empirical analysis were undertaken and reported to explain the factors that influence potential users´ adoption of it by extending the technology acceptance model. Seven factors are identified: perceived usefulness, perceived ease of use, subjective norm perceived fun, perceived cost, network quality, and attitude. Perceived usefulness is the most important factor affecting attitude. Moreover, several implications for mobile video acceptance research and practices are discussed.

Keywords

mobile radio; video communication; Beijing; mobile video adoption; network quality; perceived cost; perceived ease of use; perceived usefulness; subjective norm perceived fun; technology acceptance model; Bismuth; Communication industry; Costs; Economic forecasting; Europe; Licenses; Telecommunication standards; Time division synchronous code division multiple access; Tin; Video sharing;

fLanguage

English

Publisher

ieee

Conference_Titel

Management and Service Science, 2009. MASS '09. International Conference on

Conference_Location

Wuhan

Print_ISBN

978-1-4244-4638-4

Electronic_ISBN

978-1-4244-4639-1

Type

conf

DOI

10.1109/ICMSS.2009.5302911

Filename

5302911