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Com546 Discussion Leader Presentation
 

Com546 Discussion Leader Presentation

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This presentation describes the major motivators and factors that influence attitude toward using mobile TV in South Korean young adults. The presentation is based on a 2009 study published in : ...

This presentation describes the major motivators and factors that influence attitude toward using mobile TV in South Korean young adults. The presentation is based on a 2009 study published in : International Journal of Advertising, 28(1), pp. 147–167

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    Com546 Discussion Leader Presentation Com546 Discussion Leader Presentation Presentation Transcript

    • “Motivators for the intentionto use mobile TV”
      A comparison of South Korean males and femalesYung KyunChoi, DonggukUniversity, Seoul, KoreaJuranKim, JeonjuUniversity, Jeonju, KoreaSally J. McMillan, University of Tennessee, Knoxville, USA
    • Overview
      2009 Study of 256 South Korean college students
      Uses and gratifications for using Mobile TV
      Does gender affect the motivation, attitude and intention to use?
      Implications for marketers
      Further research
    • Mobile TV Device
    • Major motivators for using mobile TV
      Entertainment
      Social Interaction
      Attitude
      Intention
      Permanent access
      Fashion/Status
      For both males and females, the attitude toward using mobile TV was positively related to intention to use. Only fashion/status had a direct relationship with both intention to use as welll as with attitude toward mobile TV
    • Differences in males and females
      Male gratification: attitude toward using mobile TV is influenced by entertainment, permanent access, fashion/status motivation
      Female gratification: social interaction, permanent access
      The differences in male/female communication style is consistent with existing literature – male communication more focused on notion of social hierarchy; female communication more network-oriented
    • Implications for Marketers
      Address users’ fashion/status motivation, as this will facilitate penetration of the technology and directly influences the intention to use mobile TV regardless of gender
      Advertising needs to target consumers by gender:
      Female: emphasize value of intimacy, support from family, significant others
      Male: emphasize the concept of independence, fun lifestyle, social status
    • Summary
      South Korea is a great place to study mobile TV – commercially available since 2005, 13.7 million users
      College students (18-30 yrs) a good demographic: key users of mobile tech, also increasingly the lifestyle of young adults sets the trends for the population at whole
      Gender differences in needs (uses and gratifications) – should be reflected in marketing of mobile TV
      Future studies on mobile TV use should look at different countries and other demographics
    • Credits
      Study of South Korean college students: International Journal of Advertising, 28(1), pp. 147–167 © 2009 Advertising Association Published by the World Advertising Research Center, www.warc.com DOI: 10.2501/S0265048709090477
      Image of mobile TV device retrieved from Flickr photos, creative commons: uploaded on June 10, 2009 by Brad20 pro user. http://www.flickr.com/photos/bfortner/3520394571/