This research demonstrates that user adoption of mobile TV services is not influenced by cognitive components such as usefulness or ease of use but mainly by aspects of an emotional character. It supports the perspective that existing technology acceptance models need to consider also affective components. In this article we (1) review IT acceptance literature, (2) propose hypotheses; (3) formulate a research model, (4) test the conceptual model on a sample of 500 users using a two-stage structural modeling approach. Findings demonstrate that affective components capturing the feelings have a direct impact on attitudes and an indirect effect on some aspects of cognition. Implications and limitations are discussed.
When Usefulness doesn't Matter: Affective versus Cognitive Components in the Adoption of Mobile TV Services
PAGANI, MARGHERITA
2011
Abstract
This research demonstrates that user adoption of mobile TV services is not influenced by cognitive components such as usefulness or ease of use but mainly by aspects of an emotional character. It supports the perspective that existing technology acceptance models need to consider also affective components. In this article we (1) review IT acceptance literature, (2) propose hypotheses; (3) formulate a research model, (4) test the conceptual model on a sample of 500 users using a two-stage structural modeling approach. Findings demonstrate that affective components capturing the feelings have a direct impact on attitudes and an indirect effect on some aspects of cognition. Implications and limitations are discussed.
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