A Study For User's Acceptance Behavior On Mobile TV Based On Experience

With the development of science and technology, people's standards of living have been improved. People are increasing their demand level of goods from day to day. They hope that the products can not only meet the physical needs, but also satisfy the inner psychological needs. Along with the promotion of 3G, the telecommunication businesses which can meet the psychological needs of consumers have been marketed on a large-scale, such as mobile TV, mobile search, mobile gaming, mobile instant messaging, and mobile e-mail. In addition, the user experience plays an increasingly important role in the promotion of a variety of telecommunication services. This paper attempts to analyze the demand form consumers to mobile TV services of the specific consumer behavior acceptable model to telecommunications operators. This paper attempts to find which factors decide this action.This study applies the technology acceptance model (TAM), content experience, immersion experience, perceived risk and perceived playfulness to predict user's acceptance of mobile TV services. The proposed model was empirically evaluated using survey data collected from 450 mobile subscribers. Overall, the results reveal that immersion experience is the key factor to use mobile TV. The implication and the future work of this study are discussed.There are 4 major results in this paper as listed below:1,Summarizing the authority theoretic and literature in the fields of technology acceptance model (TAM), content experience, immersion experience, perceived risk and perceived playfulness. It has been found in this paper that the influences of factors are many.2,The second result of this paper is forming the special mobile TV acceptance model based Technology Acceptance Model. This paper joins four other relevant variables in the special mobile TV acceptance model, such as immersion experience.3,By the means of surey based on questionnaire and data analyzing, this paper has proved that content experience, immersion experience, perceived risk and perceived playfulness influence the actual of mobile TV acceptance.4,The forth result of this paper is propose appropriate marketing recommendations to the operators in response to these factors of the special mobile TV acceptance model, such as content experience, immersion experience.