Understanding User Acceptance of DMB in South Korea Using the Modified Technology Acceptance Model

Abstract

As mobile TV is becoming increasingly popular, this study examines the factors affecting consumers' intentions to use and adopt DMB. By integrating a motivational perspective into the technology acceptance model (TAM), this study examines the socioeconomic determinants of DMB adopters and nonadopters in South Korea. Perceived availability and perceived quality are proposed as new constructs that reflect DMB-specific features. The empirical results overall support a modified TAM in explaining consumers' behavioral intentions to use/adopt DMB. In particular, the results of structural equation modeling suggest that perceived availability is positively associated with perceived benefit and the attitude toward DMB. In addition, the results suggest that adopters and nonadopters of DMB perceive its value differently, which implies how to promote the diffusion of DMB to nonadopters more effectively. Implications of this study are important for both researchers and practitioners.