Abstract
With young people becoming the main purchase force in the smart TV industry, their user experience of smart TV is highly valued. However, the use rate and preference of the youth for TV are low at present. What is the reason for their pessimistic willingness to use TV? Focusing on the influencing factors of the millennial generation’s willingness to use a smart TV, this paper theoretically based on the technology acceptance model (TAM) and advertisement avoidance model introduces the free mindset, constructs the model, and puts forward research hypotheses, so as to analyze this phenomenon from the perspectives of communication, behavioral science, and social psychology. It is shown that perceived usefulness, perceived ease of use, perceived goal impediment, and perceived advertising clutter are important independent variables that affect millennial willingness to use the smart TV. Consistent with previous research conclusions, perceived usefulness still acts as a key intermediary variable in the TAM model. In addition, the study also found that the free mindset has a significantly positive impact on the willingness to use, but there is no moderating effect in this model.
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