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Exploring a mobile phone user's attitude toward watching TV content on a mobile phone – uses and gratifications perspective

Soo Il Shin (Department of Information Technology and Cybersecurity, Missouri State University, Springfield, Missouri, USA)
J.B. Kim (Department of Information and Technology Management, University of Tampa, Tampa, Florida, USA)
Sumin Han (Department of Systems and Technology, Auburn University, Auburn, Alabama, USA)
Sangmi Lee (Department of Communication, University of Wisconsin - Green Bay, Green Bay, Wisconsin, USA)

Information Technology & People

ISSN: 0959-3845

Article publication date: 29 April 2020

Issue publication date: 12 March 2021

998

Abstract

Purpose

The purpose of this study is to examine factors affecting mobile phone users' attitude toward watching TV content on a mobile device. Under the uses and gratifications theory, the current study examined attitude toward watching TV content on a mobile phone, with antecedents of affinities for both watching TV content and a mobile phone use.

Design/methodology/approach

The current study adopted a construct of relative advantage as a mediator between affinities and attitude, and four moderators that affect the relationship between relative advantage and attitude. The study then analyzed 430 survey responses from public mobile phone users with a generalized linear model.

Findings

Research findings reveal that both affinities are significantly associated with the relative advantage of watching TV content on a mobile phone. Relative advantage plays a salient role in explaining attitudes toward watching TV content on a mobile phone. The relationship between attitude and relative advantage was significantly affected by relaxation, fashion status and accessibility.

Originality/value

This study contributes to media literature, especially where new, applied technology is considered. Particularly, the current research theoretically explains rationale behind a mobile phone user's positive attitude toward watching TV content on a mobile phone, and potential implication of the current and increasing trend of broadcasting individual content through social media outlets.

Keywords

Citation

Shin, S.I., Kim, J.B., Han, S. and Lee, S. (2021), "Exploring a mobile phone user's attitude toward watching TV content on a mobile phone – uses and gratifications perspective", Information Technology & People, Vol. 34 No. 2, pp. 617-641. https://doi.org/10.1108/ITP-01-2019-0035

Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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