Customer intention towards using a mobile television service

Abstract

Mobile television (mobile TV) can be seen as one of the most joyful utilities in a smartphone. Currently, this service is becoming popular in different countries which bring  benefits  to  users  for  watching  TV  at  anytime  and  anywhere  they  want.  This tendency is growing in Vietnam to increasingly satisfy spiritual life of youth. The paper identifies the main factors influencing customer intention of using mobile TV. The survey comprises of 390 potential customers in HCMC. Descriptive statistics, factor analysis, and multiple regression tests are used to analyze and interpret the data. The result shows that there are six determinants including perceived usefulness, ease of use, enjoyment, subjective norms, system service quality and usage cost. It suggests some managerial policies for the mobile TV service providers to promote customers’ usage intention.