Title

Exploring a mobile phone user's attitude toward watching TV content on a mobile phone – uses and gratifications perspective

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.

Department(s)

Information Technology and Cybersecurity

Document Type

Article

DOI

https://doi.org/10.1108/ITP-01-2019-0035

Keywords

Affinity, Generalized linear model (GLM), Mobile phone, Relative advantage, Uses and gratifications

Publication Date

1-1-2020

Journal Title

Information Technology and People

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