Asia pacific journal of information systems

  • 제33권2호
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  • Pages.318-341
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  • 2023
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  • 2288-5404(pISSN)
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  • 2288-6818(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
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Free to Premium in Mobile TV Service: Intrinsic and Extrinsic Motivational Factors Affecting Free Users' Paid Subscription Intention

  • Jaemin Song (Department of Area of Management, Sungkonghoe University) ;
  • Sunghan Ryu (USC-SJTU Institute of Cultural and Creative Industry, Shanghai Jiao Tong University) ;
  • Young-gul Kim (College of Business, Korea Advanced Institute of Science and Technology)
  • 투고 : 2022.09.22
  • 심사 : 2023.02.03
  • 발행 : 2023.06.30
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초록

Mobile TV refers to the service that provides live broadcasting and video-on-demand content through a mobile device. In addition to the advertisement as the early-stage revenue model, the paid subscription model has emerged as a more sustainable revenue source for mobile TV services. In this study, with the surveys of 450 free mobile TV users, we examine the motivational factors influencing their intention to adopt a paid subscription model. Results show that three extrinsic motivations, price fairness, subjective norm, and mobile TV utilization, are positively associated with free users' paid subscription intention. In contrast, intrinsic motivations, such as hedonic need, spatiotemporal convenience, and self-efficacy, have no significant influence on the intention. We also found that the expected value is positively associated with attitude toward mobile TV service, also positively influencing the paid subscription intention.

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