Early Consumer Adoption of Mobile TV from the Perspective of Flow Experience

Mobile TV service, television service to subscribers via mobile telecommunications networks, is posed to take the limelight as the next killer application of wireless technologies. However, in the paradigm where many wireless applications and services speedily emerge and soon collapse; mobile TV vendors and service providers hope that it will be sustain is market share and viability over the uptake curve between innovators/early adopters and the late majority prior to reaching its plateau. This study is an investigation into how early adopters of mobile TV may offer valuable information for its long term survival. This study specifically aims at examining the influence of psychological concentration, or flow experience, on early consumers’ intention to use mobile TV. Though prior studies of flow experience give attention to technological antecedents, this study examines content as an antecedent of concentration in addition to two other technological factors (i.e. perceived ease of use and speed). The preliminary results of our survey and its measurements are presented and as well as its potential contributions and future research directions.