Towards an understanding of intention to use mobile videos: Impression management, perceived facilitation, and social norms

Abstract

Due to prevalent use of phablets and 3G/4G cellular networks, watching mobile videos has become increasingly popular worldwide. This study identifies multilevel psychosocial factors predicting individual intention to use mobile audiovisual services. The national telephone survey obtained a random sample of 503 respondents. The findings show variables of the theory of planned behavior (TPB; i.e., attitude, subjective norm, and perceived behavioral control) and social norms are key predictors for mobile video consumption. In the research model, impression management is significantly associated with attitude, subjective norm, and individual social norms while perceived government and operator facilitation are associated with collective social norms. The hierarchical multiple regression analysis reveals that the extended TPB model accounts for 62% variance of intention to use mobile videos.

Social normative and social network factors associated with adolescent pregnancy: a cross-sectional study of 176 villages in rural Honduras

“…We calculated the proportion of people in each village, including every individual that was interviewed in each village, that reported perceptions of norms regarding birth under the age of 18 as "Good". This measure, which we term collective injunctive norms, allows us to understand norms as reflective of the greater social environment, beyond just the individual [40][41][42]. As a proxy for descriptive norms, which would ideally be measured by asking each respondent what they think is normally practiced, we calculated the proportion of all women in each village who had a birth under 20 (descriptive norms).…”

Descriptive Norms and Involvement in Health and Environmental Behaviors

“…What we perceive that others around us do and what we know they think we should do can influence our behaviors. The conditions under which this occurs remain a point of inquiry for scholars interested in understanding the social forces guiding human action (e.g., Carcioppolo & Jensen, 2012; Lin, Jung, & Sim, 2015). The extent to which a person’s attitude is highly involving is one factor that has been considered as a moderator of the descriptive norm-behavior relationship (Göckeritz et al, 2010; Lapinski & Rimal, 2005).…”

Psychological Perspectives on Mobile Media: A Flyover Review

“…The first and most straightforward theme concerned studies on the general use, adoption, and engagement with mobile media. These papers were notably more prevalent in the early years of MMC, covering the rise of the "mobile Internet" (Damásio et al, 2013), mobile videos (Lin et al, 2014), mobile news (Thorson et al, 2015), and fitness apps (Klenk et al, 2017). Kuru et al (2017) examined the psychological predictors of mobile vs PC-based Facebook use, stressing the need to empirically distinguish the "mobile effect" for platform usage that crosses devices.…”