“Motivators for the intentionto use mobile TV”<br />A comparison of South Korean males and femalesYung KyunChoi, DonggukUn...
Overview<br />2009 Study of 256 South Korean college students<br />Uses and gratifications for using Mobile TV<br />Does g...
Mobile TV Device<br />
Major motivators for using mobile TV<br />Entertainment<br />Social Interaction<br />Attitude<br />Intention<br />Permanen...
Differences in males and females<br />Male gratification: attitude toward using mobile TV is influenced by entertainment, ...
Implications for Marketers<br />Address users’ fashion/status motivation, as this will facilitate penetration of the techn...
Summary<br />South Korea is a great place to study mobile TV – commercially available since 2005, 13.7 million users<br />...
Credits<br />Study of South Korean college students: International Journal of Advertising, 28(1), pp. 147–167 © 2009 Adver...
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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 : International Journal of Advertising, 28(1), pp. 147–167

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Com546 Discussion Leader Presentation

  1. 1. “Motivators for the intentionto use mobile TV”<br />A comparison of South Korean males and femalesYung KyunChoi, DonggukUniversity, Seoul, KoreaJuranKim, JeonjuUniversity, Jeonju, KoreaSally J. McMillan, University of Tennessee, Knoxville, USA<br />
  2. 2. Overview<br />2009 Study of 256 South Korean college students<br />Uses and gratifications for using Mobile TV<br />Does gender affect the motivation, attitude and intention to use?<br />Implications for marketers <br />Further research<br />
  3. 3. Mobile TV Device<br />
  4. 4. Major motivators for using mobile TV<br />Entertainment<br />Social Interaction<br />Attitude<br />Intention<br />Permanent access<br />Fashion/Status<br />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<br />
  5. 5. Differences in males and females<br />Male gratification: attitude toward using mobile TV is influenced by entertainment, permanent access, fashion/status motivation<br />Female gratification: social interaction, permanent access<br />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<br />
  6. 6. Implications for Marketers<br />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<br />Advertising needs to target consumers by gender:<br />Female: emphasize value of intimacy, support from family, significant others<br />Male: emphasize the concept of independence, fun lifestyle, social status<br />
  7. 7. Summary<br />South Korea is a great place to study mobile TV – commercially available since 2005, 13.7 million users<br />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<br />Gender differences in needs (uses and gratifications) – should be reflected in marketing of mobile TV <br />Future studies on mobile TV use should look at different countries and other demographics<br />
  8. 8. Credits<br />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<br />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/<br />

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