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Stang444
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Stang444

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  • 1. Mobile TV: Why watch it?<br />Consumer adoption of mobile TV: Examining psychological flow and media content <br />Yoonhyuk Jung, Begona Perez-Miraand Sonja Wiley-Patton<br />
  • 2. THE CONCEPTS<br />Technology Acceptance Model – <br /> Does someone believe a technology is useful?<br /> Does someone think that technology is easy to use?<br />Cognitive Concentration –<br /> How well can someone get “into the zone” to block out distractions to enjoy or understand what he or she is viewing?<br />Quality –<br /> Does the quality of the programming affect how well someone enjoys the mobile TV experience?<br />
  • 3. THE STUDY<br />208 South Koreans<br />Volunteers on an<br /> online survey<br />Early adapters<br />16 questions<br />Likert scale (meaning each picks one of seven spots on a scale from strongly agree to strongly disagree)<br />
  • 4. RESULTS FIT THE THEORIES<br />Early adapters think mobile TVs are fun and useful<br />Ease of use is just a slight factor to these early adapters<br />A user’s ability to concentrate amongst distractions and the quality of the shows are big factors in if a test subject enjoyed using a mobile TV <br />
  • 5. But………………..<br />There’re lots of flaws with the results<br />
  • 6. My criticisms<br />This study look at perception (which is its aim), but we’re relying on a self-selected early adapter’s word that he or she can concentrate among distractions. <br /> A significant distraction can range from heavy breathing to an explosion – depending on an individual. Also, individuals have different perceptions on how well they concentrate – which may or may not agree with reality.<br />NO NUMBERS!!!!!!!!!!!!!!!!! No numbers published on the 208,. No Likert scale averages,. That may be standard operating procedure in the academic world, but would be a fatal flaw in the non-academic world.<br />Distractions and programming quality have affected viewing enjoyment since ancient Greece. The fact that these affect mobile TV is in the “well, duh” category.<br />
  • 7. By John StangAll images from flickr.com and are available under Creative Commons <br />Mobile phone photo -- http://www.flickr.com/photos/raverken/2322303997/<br />Korean professor photo<br />http://www.flickr.com/photos/68242677@N00/2345809791/sizes/m/<br />Atomic bomb photo -- <br />http://www.flickr.com/photos/schriste/2048054498/sizes/m/<br /> Numbers photo --http://www.flickr.com/photos/tiffanyday/2943493642/sizes/m/<br />Jumping girl photo -- http://www.flickr.com/photos/mikebaird/2678307443/sizes/m/<br />

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