Studies On College Students’ Adoption And Usage Of The Mobile TV In The 3G Era

When people still indulge in elaborating on the network TV, car TV, building TV and other new media, the mobile TV has appeared accompanying by the rapid development of the digital technology and the mobile communication technology. In 2003, China Mobile and China Unicom had respectively introduced the mobile TV service. The mobile TV has launched a new revolution with its portability, privacy, interactivity and other media characteristics. In 2009, the mobile TV went into the 3G era with the issuance of the 3G licenses. Either the operators, or the content providers and the mobile phone terminal manufacturers are actively exploring initiatives to coordinate the development of the mobile TV. The industry personnel and some researchers think that the era of the mobile TV is coming. But as a kind of new media, the actual speed of the mobile TV’s development is very slow. In order to understand the college students’ adoption and usage of the mobile TV, to study the factors that which have influence on the college students’ adoption of the mobile TV, this paper based on the theory of uses and gratifications, combined with the features of mobile TV, used the empirical research methods, to analyse the main users’ factors and external factors that impact on the college students’ adoption and usage of the mobile TV by the situation of college students’overall adoption and usage of the mobile TV. At last, this paper has put forward some suggestions on the promotion of the mobile TV for college students based on the results of the empirical study.This paper is divided into seven chapters. Chapter one is the introduction, which includes the research background, research purpose, research content and significance, research hypothesis, research object and the method of research.Chapter two is the overall study on the development of mobile TV. It includes the the basic connotation of the mobile TV, the technical implementation methods of the mobile TV and the current status of the mobile TV in China and some foreign countries. Chapter three is the specific research design. Firstly the author expounds on the design of the questionnaire. Through the early investigation and the personnel interview, the author designs the investigation questionnaire by learning from some important research results of the theory of uses and gratifications. Secondly, there is a detailed analysis of this study design, sample design and data analytical method.Chapter four is the investigation into the situation of the students’ adoption and usage of the mobile TV in Southwest University. In this study, the samples who have used the mobile TV are defined as adopters, who have not used the mobile TV are defined as the potential adopters. Firstly, the questionnaire’s reliability was analysed through the reliable analysis of Cronbach’s Alpha coefficient. The Alpha coefficient reached a very high credibility. Secondly, there are some descriptive analysis of the sample’s personal characteristics, the situation of the sample’s mobile TV usage and the sample’s demanded motivation. The sample’s personal characteristics include gender, age, education, innovation, average monthly expenses and average monthly mobile phone costs. The demanded motivation include the need for cognition, emotional needs, recreational motivation, avoiding motivation, social motivation, convenient motivation and crowd psychology. Then there’re correlation analyses between the mobile TV’s characteristics and the sample’s adoption, between the mobile TV’s characteristics and the sample’s using willingness, between the sample’s personal characteristics and their adoption, between the sample’s personal characteristics and their using willingness. The mobile TV’s characteristics include the rates, speed, stability of the signal, program’s content, operation and quality of the service. At last, there’s a T test between the mobile TV’s adopters and the potential adopters.Chapter five is the discussion about the findings. It’s a summary that gives the situation of the college students’ adoption and usage of the mobile TV, and the factors those have influence on the college students’ adoption of the mobile TV.Chapter six is some reflection on the promotion of the mobile TV for college students based on the research findings. There’re four suggestions:adjusting the rates’ system, developing some new channels to improve income;improving the quality of the service; innovating the channels of propaganda, enabling college students to be spokesmen for the marketing campaigns; enhancing the usefulness of the content, subdividing the target. The author hopes that these suggestions would be helpful for the promotion of the mobile TV for college students.Chapter seven is a summary for this study. It elaborates on the research conclusions and the deficiencies.In short, the development of the mobile TV has great potential in the 3G era. In order to obtain the rapid development of the mobile TV, the marketing managers should subdivide the target, make the survey on different groups of users and develop pertinent promotion.