TY - JOUR
T1 - A Model of adoption of digital multimedia broadcasting (DMB) service
T2 - Comparisons in Korea, Japan, and Germany
AU - Kim, Kyung Hoon
AU - Ko, Eunju
AU - Takahashi, Ikuo
AU - Schellhase, Ralf
AU - Kim, Myung Soo
AU - Lee, Chang Han
PY - 2008/8
Y1 - 2008/8
N2 - Recently launched in a limited number of countries, digital multimedia broadcasting (DMB) is a brand new mobile service that uses the most advanced IT technology. Analyzing data collected from Korea, Japan, and Germany, this study investigates the relationship between attitudes, and their antecedents, toward using a DMB service and the intention of using it. Results of the study indicate that permanent access, entertainment, and social interaction have a positive influence on attitudes toward using DMB, and that those attitudes positively influence consumers' intention to do so, as do self-efficacy and consumer perceptions of DMB as an innovation. Some differences in consumer behavior toward DMB service were also found among the three countries. From these findings, practical implications are drawn.
AB - Recently launched in a limited number of countries, digital multimedia broadcasting (DMB) is a brand new mobile service that uses the most advanced IT technology. Analyzing data collected from Korea, Japan, and Germany, this study investigates the relationship between attitudes, and their antecedents, toward using a DMB service and the intention of using it. Results of the study indicate that permanent access, entertainment, and social interaction have a positive influence on attitudes toward using DMB, and that those attitudes positively influence consumers' intention to do so, as do self-efficacy and consumer perceptions of DMB as an innovation. Some differences in consumer behavior toward DMB service were also found among the three countries. From these findings, practical implications are drawn.
UR - http://www.scopus.com/inward/record.url?scp=49749128060&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=49749128060&partnerID=8YFLogxK
U2 - 10.1002/mar.20240
DO - 10.1002/mar.20240
M3 - Article
AN - SCOPUS:49749128060
SN - 0742-6046
VL - 25
SP - 806
EP - 820
JO - Psychology and Marketing
JF - Psychology and Marketing
IS - 8
ER -
