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    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/110614

    Title: Towards an understanding of intention to use mobile videos: Impression management, perceived facilitation, and social norms
    Authors: 林翠絹
    Lin, T. T. C.
    Contributors: 廣電系
    Date: 2015
    Issue Date: 2017-06-29 10:25:00 (UTC+8)
    Abstract: Due to prevalent use of phablets and 3G/4G cellular networks, watching mobile videos has become increasingly popular worldwide. This study identifies multilevel psychosocial factors predicting individual intention to use mobile audiovisual services. The national telephone survey obtained a random sample of 503 respondents. The findings show variables of the theory of planned behavior (TPB; i.e., attitude, subjective norm, and perceived behavioral control) and social norms are key predictors for mobile video consumption. In the research model, impression management is significantly associated with attitude, subjective norm, and individual social norms while perceived government and operator facilitation are associated with collective social norms. The hierarchical multiple regression analysis reveals that the extended TPB model accounts for 62% variance of intention to use mobile videos.
    Relation: Mobile Media and Communication, 3(1), 106-124
    Data Type: article
    DOI 連結: http://dx.doi.org/10.1177/2050157914555426
    DOI: 10.1177/2050157914555426
    Appears in Collections:[廣播電視學系] 期刊論文

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