Social influences on terrestrial and satellite Mobile-TV adoption in Korea: Affiliation, positive self-image, and perceived popularity

Mobile TV is a representative product of media convergence. In South Korea, the diffusion of mobile TV has been in high gear, which provides an exemplary case study of mobile-TV adoption. The study examines the relation between the social influence, adopters' individual factors, and the adoption of the 2 different forms of mobile TV: terrestrial and satellite. Factor analysis identified 3 dimensions of social influences, defined respectively as "affiliation," "positive self-display," and "perceived popularity." Results suggest that these 3 social influences differ in degree in relation to the adopters' demographic characteristics and innovativeness. Adoption of terrestrial or satellite mobile TV was predicted by social influence and, in particular, driven by the motivation to maintain a positive self-image. Because of the implications this may have on media management, the article calls for future research on the social construction of new media technology use to assess how individuals become susceptible to social influences and how social influences affect the diffusion of the technology.