Streaming anytime, anywhere but for the same reasons? A three-country study of mobile TV public and private usage

Purpose Research has not kept pace with the growing use of mobile TV and has yet to fully examine how this trend varies across countries. This study addresses this gap through two key aims. First, it examines how the factors associated with continued use of mobile TV differ between South Korea, the United States of America and Germany using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework. Second, it explores cross-national variations in the public and private usage of mobile TV. Design/methodology/approach The research employs an online survey conducted across three national samples: the USA (n = 308), Germany (n = 309) and South Korea (n = 342). Data are analysed using a combination of covariance-based structural equation modelling and binary logistic regression. Findings Findings reveal that hedonic motivation, price value and facilitating conditions are consistently associated with continued usage intentions. However, performance expectancy, effort expectancy and social influence within the UTAUT2 framework show varying associations, with notably stronger associations observed in South Korea. For usage, hedonic motivation is significantly associated with private but not with public usage. Originality/value This research contributes to the emerging field of mobile TV usage, which, despite rapid growth, remains underexplored in academic literature. It also adds value by comparing three distinct international markets, an uncommon approach in technology adoption research. Furthermore, it highlights the yet to be considered public and private usage of mobile TV technology.