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《Journal of University of Science and Technology Liaoning》 2008-05
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Influential factors of mobile TV customers' usage behavior

ZHANG Ying,WAN Yan(School of Economics and Management,Beijing University of Posts and Telecommunications,Beijing 100876,China)  
Based on the characteristics of mobile TV business and theory for innovation diffusion,technology acceptance model is expanded and refined.The influential factors of mobile TV customers' usage intention,for example,perceived usefulness,perceived ease of use,and perceived interest,etc.are analyzed.On the basis of this,several strategic recommendations for mobile TV's promotion and development on marketing,pricing,content,etc.are proposed.
【CateGory Index】: F626.5
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