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The effect of flow experience on user adoption of mobile TV

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  • Tao Zhou

Abstract

The wide broadband of third generation (3G) mobile communication technologies enables advanced mobile data services such as mobile TV. However, users’ adoption intention of mobile TV may decrease with their poor experience caused by the lack of usability, such as small screens and slow response. Drawing upon the flow theory, this research examined mobile TV user adoption. The results indicated that perceived ease of use, access speed and content quality have significant effects on the flow experience, which involves three dimensions: perceived enjoyment, perceived control and attention focus. In turn, flow experience affects perceived usefulness and usage intention. Thus, service providers need to present an engaging experience to users in order to facilitate their adoption and usage of mobile TV.

Suggested Citation

  • Tao Zhou, 2013. "The effect of flow experience on user adoption of mobile TV," Behaviour and Information Technology, Taylor & Francis Journals, vol. 32(3), pages 263-272.
    • Handle: RePEc:taf:tbitxx:v:32:y:2013:i:3:p:263-272
    DOI: 10.1080/0144929X.2011.650711
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    Cited by:

    1. Wang, Zhihao & Li, Wei & Wang, Mengxin, 2024. "Exploring the social diffusion effects of green consumption: Evidence from green innovative products," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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