Abstract
Mobile service providers in Indonesia are seeking new revenue streams and the 3G mobile TV is potential service to boost the revenue growth. In spite of that, the contribution of the 3G mobile TV service to revenue has been too small to cover the cost of the operators' investment in upgrading their network capability. Understanding determinants that leads to intention to use is important issue in order to evaluate the commercial viability of 3G mobile TV. Studies on intention to use, adopting the technology acceptance model (TAM), have been reported but the basic model does not provide a good explanation of the determinants of intention to use 3G mobile TV. The present study develops and examines a more comprehensive technology acceptance model by introducing new typical constructs and identifying their role in promoting the behavioral intention to use 3G mobile TV service. The results show that constructs such as normative pressure, price level, perceived availability, and perceived quality are meaningful extensions of TAM, since they were found to be strong determinants in predicting the behavioral intention to use a 3G mobile TV service in Indonesia.
