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