APJIS Asia Pacific Journal of Information Systems


The Journal for Information Professionals

Asia Pacific Journal of Information Systems (APJIS), a Scopus and ABDC indexed journal, is a
flagship journal of the information systems (IS) field in the Asia Pacific region.

ISSN 2288-5404 (Print) / ISSN 2288-6818 (Online)

Editor : Seung Hyun Kim

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Current Issue

Date June 2023
Vol. No. Vol. 33 No. 2
DOI https://doi.org/10.14329/apjis.2023.33.2.318
Page 318~341
Title Free to Premium in Mobile TV Service: Intrinsic and Extrinsic Motivational Factors Affecting Free Users’ Paid Subscription Intention
Author Jaemin Song, Sunghan Ryu, Young-gul Kim
Keyword Mobile TV, Paid Subscription, Intrinsic Motivation, Extrinsic Motivation, Expected Value
Abstract Mobile TV refers to the service that provides live broadcasting and video-on-demand content through a mobile device. In addition to the advertisement as the early-stage revenue model, the paid subscription model has emerged as a more sustainable revenue source for mobile TV services. In this study, with the surveys of 450 free mobile TV users, we examine the motivational factors influencing their intention to adopt a paid subscription model. Results show that three extrinsic motivations, price fairness, subjective norm, and mobile TV utilization, are positively associated with free users’ paid subscription intention. In contrast, intrinsic motivations, such as hedonic need, spatiotemporal convenience, and self-efficacy, have no significant influence on the intention. We also found that the expected value is positively associated with attitude toward mobile TV service, also positively influencing the paid subscription intention.

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