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

Yung Kyun Choi, Juran Kim and Sally J. McMillan

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

INTRODUCTION

While...

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