Korea and Japan were the first to launch mobile TV services which have gained a lot of operator and consumer attention. There are 44.5 million the third generation (3G) service subscribers worldwide who watch mobile TV on their phones (eMarketer, 2007). Mobile TV is perhaps one of the most exciting areas of handheld functionality in the mobile entertainment. Taiwan had a total of 23.2 million mobile subscribers in the end of 2006, giving a penetration rate of 101.6% (FIND, 2007). Therefore, this study aims to investigate what determines 3G subscribers behavioral intention to use mobile TV services.
The research framework is an extended technology acceptance model (TAM) that integrates perceived enjoyment, system quality and normative influence into the TAM. The proposed model is empirically tested using data collected from a survey of 3G subscribers (242 effective respondents). A factor analysis (principal components analysis with varimax rotation) is used to ascertain whether a seven-factor measurement model reflects consumers’ underlying mental model. The confirmatory factor analysis is performed to examine the reliability and validity of the measurement model and structural equation modeling technique is used to evaluate the causal model. On the basis of TAM literature and mobile service studies, a model indicating mobile TV service acceptance among 3G subscribers is developed. This study uses LISREL for data analysis.
The findings indicate that all proposed hypotheses are supported, except perceived ease of use has no significantly effect on respondent’s attitude. Perceived system quality is found to have a significant influence on perceived ease of use. This implies that respondents pay much attention to the quality of services. Perceived enjoyment, normative influence and attitude are the factors influencing respondents’ intention to use mobile TV services. Respondents hold positive attitudes for mobile TV service, viewing the service as an interesting tool for leisure. Further, mobile TV service to respondents is a device of socialized connection to friends and family, and enables them view entertaining programs and obtain the latest information. The delivery mode adopted by mobile TV service is ubiquitous and anytime to its subscribers. In sum, mobile TV service essentially distinct from traditional TV offers subscribers enjoyable contents, usefulness and convenience with clear image, stable system and easy programming manipulation. These results enhance our understanding of subscriber’s motivation toward the usage of mobile TV service.

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