The study aims to identify motivation factors for the use of mobile TV and their effects on attitude and intention to use in a cross-cultural context. It investigates if there is any difference in their effects on attitude and intention across cultura ...
The study aims to identify motivation factors for the use of mobile TV and their effects on attitude and intention to use in a cross-cultural context. It investigates if there is any difference in their effects on attitude and intention across culturally different countries: Korea vs. USA. For this purpose, three-step procedures were executed. First, a focus group interview was conducted in each country to identify motivations to use mobile TV. Next, the outcome from the interview was integrated with other uses and gratification items in previous media research (e.g., television, and mobile phone). The results were transformed into questionnaire items and the first survey research was conducted with a total of 211 subjects from both countries. As a result, survey items were examined using factor analysis and bad items were deleted. Finally, the second survey research conducted with revised items for the reason to use a mobile TV. A total of 834 university students participated in this procedure and 817 responses were used for the final analysis excluding 17 subjects with inappropriate or insufficient answers.
The result showed 8 motivation factors: relaxation, companionship, social interaction, fashion/status, entertainment, information, permanent access, and pass time. Next, hierarchical regression analyses were conducted to compare any difference between Korean and US consumers controlling the effects of covariance. Similarities and differences have arisen in the effects of motivating factors on dependent measures. For attitude toward the mobile TV, Korean subjects were influenced by permanent access, companionship, information, and entertainment. Gender and current use of mobile TV service had significant effects as covariates.
Comparatively, fashion/status, permanent access, and entertainment had significant effects for U.S. subjects’ attitude. Also, companionship was close to significant level. Only current use of mobile TV appeared as a significant covariate.
For intention to use the mobile TV, attitude toward the mobile TV, and permanent access positively affected Korean consumers. Current use of mobile TV was a significant covariate. US consumers were motivated to use the mobile TV by attitude, fashion/status, and social interaction. Permanent access and relaxation approached to significant level closely. Gender and current use of mobile TV were significant covariates. Theoretical implications for cross cultural research and uses and gratification theory are suggested. Managerial implications for developing mobile TV contents and advertising appeals are followed.
본 연구결과 예상대로 한국은 미국보다 병립적 자아가 강한반면 미국은 독립적 자아가 더 강하고 이로 인해 모바일 tv를 수용하는데 있어서도 차이가 나타났다. 이용과 충족이론을 적용한 설문지를 만들어 데이타를 모은 결과 평온함, 친구관계, 오락, 정보, 패션/지위, 사회적 상호작용, 지속적 연결, 시간보내기 등 8개의 이용동기가 발견되었고, 한국에서는 친구관계, 오락, 정보, 지속적 연결이 태도에 중요한 영향을 미치는 반면 미국에서는 패션/지위, 지속적 연결, 오락 등이 유의미하고 긍정적인 영향을 주는 동기요인으로 나타났다. 또한 사용의도를 위해서는 한국에서 사용태도와 지속적 연결이 미국에서는 사용태도, 패션/지위, 사회적 상호작용 등이 주요 영향요인으로 나타났다. 이때 성별과 모바일tv 사용유무는 통제된 상태로 분석하였다. 이 결과는 문화간 연구나 이용과 충족이론의 이론적 발전 뿐아니라 프로그램개발이나 광고를 사용자의 need에 따라 customize하는 등 실무적 측면에서 유용한 시사점을 제공한다.