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1、Anempiricalstudyofanenjoyment-basedresponsehierarchymodelofwatchingMDTVonthemoveAnneWan-LingHuFormosaTVCorp.,Taipei,Taiwan,andWilliamMing-HoneTsaiNationalCentralUniversity,Taipei,TaiwanAbstractPurposeThispaperadoptsaresponsehierarchymodeltoexaminedriversintri
2、nsicandextrinsicmotivationsforusingmobiledigitaltelevision(MDTV)whileonthemove.Design/methodology/approachThestudyusedaregionalquotasamplingmethodtoexaminetheviewinghabitsofdriverswhohaveamobiledigitaltelevisioninstalledintheirvehiclesandwascarriedoutintwoste
3、ps.Thefirststagehadinterviewswitheightcarstereodistributors,andthesecondstageusedaquestionnairetoascertaintheviewinghabitsandcontentselectionofdriverswatchingTVintheirvehicles.FindingsSEManalysisofasurveyof480MDTV-usingdriversinTaiwanrevealedanenjoyment-basedm
4、odelofMDTVusesinceenjoymenthasthemostsignificanteffectondriversaffect,intentiontouse,andusebehavior.Perceivedeaseofuseandsubjectivenormshadalessereffect.Thenon-significanteffectofconcentrationandperceivedriskimplythatwhiledriversenjoywatchingMDTV,theydonotbelie
5、vetheyswitchtheirprimaryattentionfromdrivingtoprograms.SincedriversdonotthinktheyconcentrateonwatchingMDTV,programcontenthaslittlechancetoinducecuriosityandincreaseviewingtime,therealcommunicativeeffectofwatchingTVwhiledrivingmustbesharplydiscounted.Researchl
6、imitations/implicationsThepaperfocusesexclusivelyonuseoffront-seatMDTVequipmentbydrivers,anddoesnotattempttoexamineMDTVusebyotherpassengersinthesamevehicle.Originality/valueThisisthefirststudythathasbeenundertakenofmobiledigitaltelevisionviewers,andthepaperwil
7、lbeusefulasareferenceforthosewhoaredevelopingthemobiledigitaltelevisionmarketastheyworktounderstandtheneedsandviewinghabitsoftheiraudience.KeywordsMotivation(psychology),Televisionsystems,MobilecommunicationsystemsPapertypeResearchpaperAnexecutivesummaryforma
8、nagersandexecutiveMDTVsets.DespitethepossiblesafetyhazardofwatchingTVreaderscanbefoundattheendofthisarticle.whiledriving,mostMDTVsinTaiwanhavebeeninstalledinthefrontofthecar,whichsuggests
