چکیده (انگلیسی):

The development within the mobile communications industry has provided a new mechanism for individuals to watch television programs via mobile device, known as mobile television (m-TV). Considering that m-TV is an emerging technology among traditional television services where critical success factors depend on user-centered, it is important to understand users' behavioral intention (BI). Unlike previous studies which have mainly focused on flow experience, perceived value, motivation and social cognitive theories, this study examines user-centered factors of technology readiness (TR) and technical support and training (TST). Therefore, 244 valid data were tested using partial least squares structural equation modeling (PLS-SEM) to measure both reflective and formative constructs based on the proposed framework. Findings reported that performance expectancy (PE), effort expectancy (EE) and TST have a positive and significant impact on BI. TR however has a negative relationship with BI. In addition, TR was also found to influence PE and EE. Similarly, TST has a direct effect factor on EE and EE was a significant determinant of PE. The findings of this study not only provide guidance for future researchers, but also valuable insights for designers, marketers and system providers of m-TV to tailor their services in the near future.