The effect of flow experience on user adoption of mobile TV
Behaviour and Information TechnologyPublished 31 January 2012
Tao Zhou
Citations85
SJR quartileQ1
SJR score1.10
SNIP1.57
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TL;DR
Drawing upon the flow theory, this research 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.
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.
Keywords
PsychologySocial SciencesDecision Sciences
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