Acceptance and rejection of mobile TV among young adults: A case of college students in South Korea

Employing the definition of “adopter types” as the continuum of adoption rate, this study attempts to examine the factors influencing young people’s mobile TV adoption behaviors ranging from non- and discontinuous to actual adoption. Demographic and innovative attributes were found to have a non-significant influence on the adoption likelihood. The findings also revealed that information needs and newspaper reading were negatively associated with mobile TV adoption, while entertainment needs were found to be a significant positive predictor of the adoption likelihood. The results imply that young adults tend to adopt and use mobile TV for entertainment purpose, rather than for informational purpose. Additionally, the results showed that perceived value predicted the adoption. On the other hand, perceived price as an available resource did not have an impact on the adoption. Inconsistent with the prior findings of people’s mobile TV adoption and use as both positive information and entertainment sources, the findings suggest that young adults are likely to adopt and use mobile TV for entertainment and portability. When considering the capabilities of the technology, the findings imply young adults’ perceptual and behavioral tendency toward the different use of the technology in the convergent media environment in which they have grown up.