Analysis of Mobile TV Acceptance Using The Integration of Technology Acceptance Model (TAM) and Uses and Gratification (U&G) Theory
Ridwan Zella Vado, Eko Nugroho, Hanung Adi Nugroho
Progress in Signals and Telecommunication Engineering , Vol. 5, No. 2, 2016.
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Abstract:
The development of digital technology has spawned a convergence of technology, so that the cellular phone which initially serves as a communication tool has now evolved into a device that can receive television broadcasts or mobile tv. Mobile tv services allow users to watch television anywhere and anytime. Mobile tv service provides a variety of interesting content, and give an authority to the users to choose the desired video content. Currently, there are still many people who have not felt the benefits of mobile tv services. Therefore, research on the determination of factors that influence users to adopt mobile tv service is considerably important. This research combines theoretical model of TAM and U&G theory to analyse the factors that affect user acceptance of the mobile tv. The research is conducted in Daerah Istimewa Yogyakarta, Indonesia. This study presents a quantitative analysis based on SEMPLS method, involving 107 respondents. The results showed that latent variables such as normative pressure and attitude were factors that affected a person in using mobile tv. This research showed that the level of service availability was not a significant influence on a personâ€™s attitude in using mobile tv. This proves that the flexibility of mobile tv is not a major advantage of mobile tv.