摘要
基于手机电视业务的特点,结合创新扩散理论,对技术接受模型予以扩展和细化。分析了影响消费者使用手机电视意愿的关键因素,如:感知有用性、感知易用性、感知趣味性等。以此为基础,在市场宣传、定价、节目内容等方面,对手机电视的发展和推广提出策略性建议。
Based on the characteristics of mobile TV business and theory for innovation diffusion, technology acceptance model is expanded and refined. The influential factors of mobile TV customers＇ usage intention, for example, perceived usefulness, perceived ease of use, and perceived interest, etc. are analyzed. On the basis of this, several strategic recommendations for mobile TV＇s promotion and development on marketing, pricing, content, etc. are proposed.
出处
《辽宁科技大学学报》
CAS
2008年第5期537-539,544,共4页
Journal of University of Science and Technology Liaoning
关键词
手机电视
技术接受模型
使用意愿
创新扩散
mobile TV
technology acceptance model
usage intention
diffusion of innovations
