Predicting <i>THE</i> Determinants of Mobile TV Adoption in an Emerging Market: Moderating Effect of Gender and Age

This article focuses on the impact of consumer-centric factors on the adoption of mobile TV in an emerging market, considering the widespread use of mobile technologies worldwide. It aims to explore the motivations behind users’ utilization of mobile TV and over-the-top platforms in the era of digitalization. The study identifies eight independent factors affecting mobile TV adoption intention, grouped using a three-dimensional THE (technology, human, and environment) framework. Data was collected from 324 smartphone users to test the hypothesized relationships using covariance based structural equation modeling (CB-SEM) analysis. Further, moderating effect of gender and age was studied on the proposed relationships. The findings revealed that factors such as cost, content, perceived enjoyment, individual viewing experience, social influence, and convenience play a significant role in the successful adoption of mobile TV. On the other hand, app switching and technology readiness were found to be statistically insignificant. The results offer valuable insights to industry players regarding consumers’ adoption behaviour of mobile TV, helping them minimize business risks and focus their efforts, resources, and investments on profitable innovations. The study is first of its kind in India and adds two relatively new factors, that is individual viewing experience and app-switching, to the existing literature on technology adoption theories.