This study was conducted to analyze the factors which influence on behavioral attitude and intention of the pay mobile video service and to understand the process of media adoption. Mainly, the study emphasizes the role of behavioral attitude by putti... This study was conducted to analyze the factors which influence on behavioral attitude and intention of the pay mobile video service and to understand the process of media adoption. Mainly, the study emphasizes the role of behavioral attitude by putting it into the UTAUT2 model to see how behavioral attitude affects behavioral intention. To expand the UTATU2 model, the study classified the factors as the level of environment, media and user. It also verified the effects of the factors on behavioral attitude and intention. In sequence, the moderation effect of self-construals on the relationship between UTAUT2 factors and behavioral attitude was investigated. For the last, how the structure of the pay mobile video service’ choice have changed according to the steps of service experience. The findings are as follows. Firstly, behavioral attitude of the pay mobile video service has predicted behavioral intention by interacting with gender and age which suggested as moderation factors in the UTAUT2 model. Behavioral attitude of men has the moderated mediation effect which mediates the influence of price value on behavioral intention by interacting with age. On the other hand, behavioral attitude of women has the mediated moderation which moderates the interaction effect between habitual use and age. Despite the gap in degree, it has the certain effect of behavioral attitude as the antecedent variable which directly predicts behavioral intention. Hence the study suggests the possibility of integration with behavioral attitude and the UTAUT2 model when behavioral attitude consists of concepts related the actual behavior. Secondly, the opposite effect between preference and loyalty of entertainment genre on behavioral attitude in the level of media structure was found. This means the relationship between the pay mobile video service and TV can become the media substitutes or complement according to the pattern of media use. Preference of entertainment genre’ positive effect on behavioral attitude could mean the media complement, and loyalty of entertainment genre’ negative effect on behavioral attitude could mean the media substitutes. Additionally, the study finds the positive effects of effort expectancy, price value, hedonic motivation and the negative effect of habitual use on behavioral attitude. The positive effects of effort expectancy, social influence, price value, hedonic motivation and behavioral attitude on behavioral intention are also found. Thirdly, self-construals have moderated the effect of UTAUT2 factors on behavioral attitude. Interdependent self-construal indirectly predicts behavioral attitude through the interaction with performance expectancy, price value, hedonic motivation. Whereas independent self-construal not only predicts behavioral attitude directly but also moderates the effect of social influence on behavioral attitude. On this wise, self-construals predict behavioral attitude through individual and social needs with regard to the situation and purpose of the pay mobile video service. Lastly, the results of non-users of the pay mobile video service’s are different from users’ results. Non-users’ performance expectancy, price value, and hedonic motivation have positive effects on behavioral attitude, and performance expectancy, social influence, price value have positive effects on behavioral intention. Unlikely users, non-users’ performance expectancy has predicted positive behavioral attitude and intention. In users’ case, effort expectancy has greater effect on behavioral attitude and intention. Also non-users’ use context factors in the environment level and the structural factors in the media level have less influence on behavioral attitude and intention, because non-users have no chance to form certain attitude about services. For that reason, behavioral attitude has restrictive mediated effect on behavioral intention. And to conclude, the study emphasizes the role of behavioral attitude by integrating the UTAUT2 model when it comes to the adoption of information technology, expecially during and after the pay mobile video service use. It also has the academically meaning in ways that it explains the effective factors of environment, media and users which determines the process of new information technology adoption by expanding the UTAUT2 model. Also it empirically suggests the effective counterplans to key players who construct the convergence environment of broadcasting and telecommunications for providing the distinctive experience and the service utility. After all, this study theoretically and pragmatically comes to successful close by contributing to the better understanding of process of media adoption. Keyword: Extended Unified Theory of Acceptance and Use of Technology, UTAUT2, pay mobile video service, behavioral attitude, behavioral intention, mediated moderation/moderated mediation, self-construals, genre preference/loyalty
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