| dc.contributor | 廣電系 | |
| dc.creator (作者) | 林翠絹 | zh_TW |
| dc.creator (作者) | Lin, T. T. C. | |
| dc.date (日期) | 2015 | |
| dc.date.accessioned | 29-Jun-2017 10:25:00 (UTC+8) | - |
| dc.date.available | 29-Jun-2017 10:25:00 (UTC+8) | - |
| dc.date.issued (上傳時間) | 29-Jun-2017 10:25:00 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/110614 | - |
| dc.description.abstract (摘要) | Due to prevalent use of phablets and 3G/4G cellular networks, watching mobile videos has become increasingly popular worldwide. This study identifies multilevel psychosocial factors predicting individual intention to use mobile audiovisual services. The national telephone survey obtained a random sample of 503 respondents. The findings show variables of the theory of planned behavior (TPB; i.e., attitude, subjective norm, and perceived behavioral control) and social norms are key predictors for mobile video consumption. In the research model, impression management is significantly associated with attitude, subjective norm, and individual social norms while perceived government and operator facilitation are associated with collective social norms. The hierarchical multiple regression analysis reveals that the extended TPB model accounts for 62% variance of intention to use mobile videos. | |
| dc.format.extent | 490454 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Mobile Media and Communication, 3(1), 106-124 | |
| dc.title (題名) | Towards an understanding of intention to use mobile videos: Impression management, perceived facilitation, and social norms | |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1177/2050157914555426 | |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1177/2050157914555426 | |
