Research on factors influencing intention to use DMB using extended IS success model

The commercialization of DMB (Digital Multimedia Broadcasting), a portable multimedia broadcasting technology, has begun. Although DMB has been introduced internationally, the distribution has been limited to a few countries, such as Korea and Japan. Moreover, the DMB industries have not yet obtained large share of broadcasting market. Hence, it is necessary to further understand DMB users' usage intentions in order to make substantial profits. This study examines the factors which affect DMB usage intention in order to induce and sustain its continuous usage. Adopting the extended DeLone and McLean's IS success model, we include new factors derived from unique features of DMB. The research model was empirically tested, based on a questionnaire survey of 350 DMB users, by structural equation modeling. Results show that content quality and enjoyment directly influence intention to use and that system quality, content quality, enjoyment, ubiquitousness, and time pressure indirectly influence intention to use through user satisfaction. This study provides theoretical and practical implications to generate sustainable DMB usage.