Exploring a mobile phone user's attitude toward watching TV content on a mobile phone – uses and gratifications perspective. Issue 2 (29th April 2020)

• Record Type: Journal Article
• Authors: Shin, Soo Il; Kim, J.B.; Han, Sumin; Lee, Sangmi
• Is Part Of: Information technology & people. Volume 34:Issue 2(2021)
• Page Start: 617
• Page End: 641
• Publication Date: 2020-04-29
• Subjects: Mobile phone -- Affinity -- Relative advantage -- Uses and gratifications -- Generalized linear model (GLM); Information technology -- Periodicals; Management information systems -- Periodicals; Human-computer interaction -- Periodicals; 004
• DOI: 10.1108/ITP-01-2019-0035
• Languages: English
• ISSNs: 0959-3845

Abstract

Abstract : Purpose: The purpose of this study is to examine factors affecting mobile phone users' attitude toward watching TV content on a mobile device. Under the uses and gratifications theory, the current study examined attitude toward watching TV content on a mobile phone, with antecedents of affinities for both watching TV content and a mobile phone use. Design/methodology/approach: The current study adopted a construct of relative advantage as a mediator between affinities and attitude, and four moderators that affect the relationship between relative advantage and attitude. The study then analyzed 430 survey responses from public mobile phone users with a generalized linear model. Findings: Research findings reveal that both affinities are significantly associated with the relative advantage of watching TV content on a mobile phone. Relative advantage plays a salient role in explaining attitudes toward watching TV content on a mobile phone. The relationship between attitude and relative advantage was significantly affected by relaxation, fashion status and accessibility. Originality/value: This study contributes to media literature, especially where new, applied technology is considered. Particularly, the current research theoretically explains rationale behind a mobile phone user's positive attitude toward watching TV content on a mobile phone, and potential implication of the current and increasing trend of broadcasting individual content through social media outlets.