The effect of consumers' attitudes towards using mobile (TV) applications on behavioral intention within the scope of technology acceptance model

Due to the rapid developments in information technologies and the fact that the usage costs have reached a reasonable level have caused the internet usage intensity to shift from fixed computers to new generation smartphones and tablets called mobile communication devices. At the same time, the opportunities provided by the users of mobile devices and applications have made consumers mobile almost all day long. Businesses and companies that saw this opportunity have turned to different mobile marketing actions in order to increase their market shares and reach new and more consumers. One of these is mobile applications that offer video streaming services. In this study, it is aimed to investigate the attitudes of consumers using mobile applications on smartphones and / or tablets toward mobile (TV) applications such as Netflix, PuhuTV, etc. with video streaming content and the effects of this on the behavioral intention within the scope of the technological acceptance model and to create a model in this regard. The research was carried out with 537 participants in Kocaeli province who download and use mobile (TV) applications via smartphone and tablet via online stores (Google Play, Apple Store and Windows Phone) and the primary data was reached by using a survey method. The obtained data were analyzed with SPSS statistical data analysis package program and AMOS structural equation model analysis program and the findings reached were evaluated. According to the results of this study, emotional value and perceived ease of use are two main determinants of perceived usefulness in the adoption of the mobile (TV) application. Perceived usefulness, which plays a key role on the attitude of mobile (TV) application users, has more impact than perceived ease of use. Consumers' attitudes towards using mobile (TV) applications have a very strong effect on their behavioral intention. In the study, the findings related to the mediation effect were evaluated and it was concluded that the perceived usefulness variable between the perceived ease of use independent variable and the "attitude dependent variable towards use" acts as a partial mediation.