When usefulness does not matter : affective versus cognitive components in the adoption of mobile TV services

This research demonstrates that user adoption of mobile TV services is not influenced by cognitive components such as usefulness or ease of use, but mainly by aspects of an emotional character. It supports the perspective that existing technology acceptance models need to consider affective components. This paper reviews IT acceptance literature, proposes hypotheses, formulates a research model and tests the conceptual model on a sample of 500 individuals using a two-stage structural modeling approach. Findings demonstrate that affective components capturing the feelings have a direct impact on attitudes and an indirect effect on some aspects of cognition. Implications and limitations are discussed.