An Empirical Study of User Behavioral Intention to Accept of Mobile TV: An Integration of TAM with Entertainment

Mobile TV has become one of the most profitable e-commerce applications in recent years by providing interesting programme for customers. However, there is still a large group of customers refusing to use this service. So it is necessary to explore the reasons that influence customer acceptance of Mobile TV service. Based on the TAM, this study integrates entertainment perception and self-efficacy to predict the user intention. A comprehensive research model was developed and empirically examined. Results of the data analysis strongly support the model as well as all the 9 proposed hypotheses.