Keywords: mobile digital television, MDTV, digital TV, use diffusion models, new product diffusion, rate of use, variety of use, Taiwan, consumer behaviour, use motivation, high technology firms, high tech industry, technological innovation, technology management
An empirical test of a use-diffusion model for Taiwan mobile digital TV
A Use-Diffusion (UD) model is used to examine Mobile Digital Television (MDTV) in Taiwan to gain a better understanding of the usage habits of MDTV consumers and to explore the factors that contribute to differing levels of UD. Participants were 87 drivers who had installed the product where they could operate it while driving. Three independent variables had a positive impact on use motivation: intensity of communication, average daily driving time and expected passenger use motivation. Additionally, three independent variables had a positive correlation with usage rates: perceived technological sophistication, user innovativeness and frustration in technology. Of the four user categories, intense users and non-specialised users had a higher awareness of MDTV as an essential technology than did specialised and limited users.