Study On Influential Factors Of Consumer Intention To Use Mobile TV

China's mobile TV business can be retrospect to 2005 .Because of the rapid development of value-added business, the mobile phone operators began to offer mobile TV services. However, mobile TV has not developed as well as some other value-added services. Technology development, industry standards, price level and many other factors all have effects on consumers' attitude and willingness of usage, making the market demand obviously inadequate.Current researches about mobile TV mainly focus on facets such as technology development, standards, program contents, business models, and etc.There are seldom researches about the user's acceptance of mobile TV. Thus, based on classical Technology Acceptance Model and the characteristics of mobile TV, this paper proposes a user acceptance model of mobile TV. It then carries out a survey to verify the hypotheses within the model.The result of survey research shows that, the relationships between Perceived Usefulness, Perceived Ease of Use and Behavioral Intention still valid for this research topic. In addition, Perceived Fun and Subjective Norm have positive effects on Behavioral Intention, while Perceived Price has a negative effect on Behavioral Intention.Furthermore, the study finds that the consumers' personal factors and the factors of the mobile TV development have certain effects on the key variables of the model. Finally, this paper discusses the practical insights of these findings and proposes some suggestions which hopefully will help mobile TV providers to further promote this service in China.