An empirical study of an enjoyment‐based response hierarchy model of watching MDTV on the move

Abstract

Purpose This paper adopts a response hierarchy model to examine drivers' intrinsic and extrinsic motivations for using mobile digital television (MDTV) while on the move. Design/methodology/approach The study used a regional quota sampling method to examine the viewing habits of drivers who have a mobile digital television installed in their vehicles and was carried out in two steps. The first stage had interviews with eight car stereo distributors, and the second stage used a questionnaire to ascertain the viewing habits and content selection of drivers watching TV in their vehicles. Findings SEM analysis of a survey of 480 MDTV‐using drivers in Taiwan revealed an enjoyment‐based model of MDTV use since enjoyment has the most significant effect on drivers' affect, intention to use, and use behavior. Perceived ease of use and subjective norms had a lesser effect. The non‐significant effect of concentration and perceived risk imply that while drivers enjoy watching MDTV, they do not believe they switch their primary attention from driving to programs. Since drivers do not think they concentrate on watching MDTV, program content has little chance to induce curiosity and increase viewing time, the real communicative effect of watching TV while driving must be sharply discounted. Research limitations/implications The paper focuses exclusively on use of front‐seat MDTV equipment by drivers, and does not attempt to examine MDTV use by other passengers in the same vehicle. Originality/value This is the first study that has been undertaken of mobile digital television viewers, and the paper will be useful as a reference for those who are developing the mobile digital television market as they work to understand the needs and viewing habits of their audience.