What people do with digital multimedia broadcasting? Path analysis of structural equation modelling Online publication date: Fri, 11-Jan-2008
by Dong-Hee Shin
International Journal of Mobile Communications (IJMC), Vol. 6, No. 2, 2008
Abstract: Drawing from the uses and gratifications theory, this study explores the influences of informativeness, entertainment and interactivity on the Digital Multimedia Broadcasting (DMB) user dimensions such as attitude, usage, and satisfaction. Particularly, usage and satisfaction are explored as the consequences of attitude towards DMB, while informativeness, entertainment and interactivity are the antecedents of attitude towards DMB. This relational model was tested with a Structural Equation Modelling (SEM) approach. SEM results indicated that the uses and gratifications theory explains users' attitudes towards DMB. DMB users who perceive it as entertaining and informative generally show a positive attitude towards DMB. In addition, the interactivity of DMB has a significant relation with the users' positive attitudes towards DMB. Finally, this study found that DMB users with a positive attitude towards DMB watch its content more often and feel more satisfied.
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