Motivators for the intention to use mobile TV: a comparison of South Korean males and females

This research tests the effects of gender on attitude and intention to use mobile TV. Gender is frequently identified as a key moderating variable in consumers’ behaviour and in the usage of media.

Motivators for the intention to use mobile TV: a comparison of South Korean males and females

Yung Kyun ChoiDongguk University, Seoul, Korea

Juran KimJeonju University, Jeonju, Korea

Sally J. McMillanUniversity of Tennessee, Knoxville, USA


While Europe and the US are trying to sort out technology standards and spectrum availability for mobile TV, a digitally advanced South Korea is watching soap operas, sitcoms and news programmes on the go. Some 7 million consumers (or one in every seven residents) regularly watch mobile TV programming just two years after Korea became the world's first country to broadcast such...

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