S. Rasmidatta, S. Phermphoonwatanasuk, N. Srivoravilai
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Determinants of adopting mobile Internet TV in Bangkok
This research identifies the elements people consider important in their decision to adopt mobile internet TV. A theoretical framework was developed to describe adopting Internet TV via mobile device. The constructs used in the research model were Perceived Usefulness and Perceived Ease of Use, based on consumers' cognitive judgments of the service or the technology, from Technology Acceptance Model (TAM). The findings enable mobile operators to find the best way in developing current mobile data service and also preparing for mobile TV service which will be provided by TV broadcasting operator to serve 4G mobile technology in Thailand in the near future. Broadcasting TV service on 4G frequency to mobile user devices would be the origination of convergence between Telecommunications and Broadcasting.
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