A model of adoption of digital multimedia broadcasting (DMB) service: Comparisons in Korea, Japan, and Germany

Abstract

Recently launched in a limited number of countries, digital multimedia broadcasting (DMB) is a brand new mobile service that uses the most advanced IT technology. Analyzing data collected from Korea, Japan, and Germany, this study investigates the relationship between attitudes, and their antecedents, toward using a DMB service and the intention of using it. Results of the study indicate that Psychology & Marketing, Vol. 25(8) permanent access, entertainment, and social interaction have a positive influence on attitudes toward using DMB, and that those attitudes positively influence consumers' intention to do so, as do self-efficacy and consumer perceptions of DMB as an innovation. Some differences in consumer behavior toward DMB service were also found among the three countries. From these findings, practical implications are drawn.

Consumer acceptance of mobile marketing communications using the QR code

“…12 The same effect has been observed in the context of mobile learning, mobile broadcasting, mobile advertising, mobile text messaging, mobile payments and mobile gaming. 12,16,30 These findings suggest that consumers may form positive attitudes towards the QR code when they perceive using the code to be enjoyable. Thus, the following hypothesis is articulated:…”

“…15 Previous studies evidenced that both non-utilitarian and utilitarian aspects of using mobile technologies are likely to influence consumer adoption decisions. 12,16 Examples of QR code marketing communications in the retail environment offer both utilitarian and non-utilitarian benefits to consumers. 4,7 With one scan of the QR code, consumers can easily access a retailer's website for product information or download discount coupons (utilitarian benefits).…”

“…12 In the mobile communication era, the uses and gratifications theory remains relevant to explain consumer adoption of internet-and mobile-based media services. 12,15,16,19,20 Extant studies on this theory have identified that utilitarian gratifiers pertain to perceived usefulness and perceived ease of use, 12,19 whereas non-utilitarian gratifiers focus on the entertainment value of mobile media. 12,16 QR code applications demonstrate that retailers utilize the code to offer consumers more enjoyable shopping experience (non-utilitarian) as well as shopping information and convenience (utilitarian) via mobile phones.…”

“…16,21,22 The importance of market mavens in marketing communications has long been recognized and continues to grow, as mobile technology dictates how consumers communicate in today's marketplace. 23 Since the QR code is a new mobile-based communication service, this research integrates consumer innovativeness and market mavenism into a proposed research model to explain their influences on consumer adoption of the QR code.…”

“…12,16 Taken from a previous study 31 and modified for the interest of this research, perceived enjoyment refers to the extent to which consumers perceive using the QR code to be entertaining. Prior enjoyable experiences using technology may relieve consumers' apprehension and hesitancy.…”