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Will mobile video become the killer application for 3G? - an empirical model for media convergence

Xin Xu, B and Wai-Kit Ma, W and See-To, E W K (2006) Will mobile video become the killer application for 3G? - an empirical model for media convergence. Working Paper. The Department of Management Science, Lancaster University.

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    Abstract

    Mobile carriers have continually rolled out 3G mobile video applications to increase their revenue and profits. The presumption is that video is superior to the already successful SMS, ringtones, and pictures, and can create greater value to users. However, recent market surveys revealed contradicting results. Motivated by this discrepancy, we propose in this paper a parsimonious model for user acceptance of mobile entertainment as digital convergence. Integrating research on Information Systems, Flow, and Media Psychology, we take a unique approach to user acceptance of digital convergence - platform migration. Our key proposition is that the interaction between media types and the platform-specific constraints is the key determinant of user evaluation. Particularly, users' involvement in the media is determined by both the entertaining time span on the original platform and the attentional constraint of the new platform. The mismatch between the two spans can result in lower level involvement, which in turn cause no or even negative user emotional responses. The model was tested with empirical data. We discuss the theoretical contributions, strategic and design implications, and future research directions derived from this theoretical framework

    Item Type: Monograph (Working Paper)
    Uncontrolled Keywords: media psychology ; platform migration ; digital convergence ; mobile entertainment
    Subjects:
    Departments: Lancaster University Management School > Management Science
    ID Code: 48863
    Deposited By: ep_importer_pure
    Deposited On: 11 Jul 2011 22:17
    Refereed?: No
    Published?: Published
    Last Modified: 27 Jul 2012 01:16
    Identification Number:
    URI: http://eprints.lancs.ac.uk/id/eprint/48863

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