The Role of Perceived Cost toward on Continuance Intention of Mobile TV: Focused on Chinese users

지각된 비용이 모바일 TV 지속사용의도에 미치는 영향: 중국 사용자를 중심으로

  • Fu, Bin (Dept. of Business Administration, Graduate School of Chungnam National University) ;
  • Jung, Chul-Ho (Dept. of Business Administration, Mokwon University) ;
  • Chung, Young-Soo (Dept. of Business Administration, Chungnam National University)
  • 부빈 (충남대학교 대학원 경영학과) ;
  • 정철호 (목원대학교 경영학과) ;
  • 정영수 (충남대학교 경영학부)
  • Received : 2013.08.28
  • Accepted : 2013.10.20
  • Published : 2013.10.28


This study highlight the role of perceived cost on user's continuance intention to use mobile TV service in china. We proposed research model based on the expectation-confirmation model(ECM) and reclaim 243 questionnaires from experienced users in china. Above all, the analysis results support significant relationship perceived variables, satisfaction, and continuance intention of mobile TV. First, while expectation confirmation has positive influence on perceived playfulness and satisfaction, the effect on perceived usefulness is not significant. Second, perceived cost can significantly predict perceived usefulness and satisfaction, however, we found no evidence of a statistically significant influence on perceived playfulness. Third, perceived usefulness and perceived playfulness have a positive influence on satisfaction, and perceived usefulness, satisfaction, and perceived playfulness have a positive influence on continuance intention. This results provide implications from both theoretical and managerial perspectives and the limitations have been discussed for future research.