Title :
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
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;
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
DOI :
10.1109/ICMSS.2009.5302911
