Abstract
Mobile TV has been rapidly adopted in the Asian markets such as South Korea and Japan, whereas in Europe the diffusion has been slow and the services less popular. The present study explores the relationship between young adults' perceptions of value elements and their adoption intentions of mobile TV. Building on the theory of reason-based choice from the behavioural economics field, the study investigates how culture affects; 1) the perceived costs and the perceived benefits relationships with the adoption intentions, and 2) the preferences for particular mobile TV services. The data collection is based on a survey conducted in two different cultural contexts in Europe; Denmark and the UK. The results of the study show that culture moderates the relationship between perceived benefits and adoption intentions, whereas the relationship between perceived costs and adoption intentions is not affected by culture. Culture also affects the preferences for several entertainment services offered by mobile TV.
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