FinPilot2 Final Report – User Acceptance of Mobile TV Services ...

Figure 4-8. Technology Acceptance Model for Mobile Services (Kaasinen, 2005)
In addition to the general part, the survey also included service-specific questions.
These questions were defined in cooperation with service providers. The questions
dealt with issues such as media quality, value of the content provided and problems
with installation.
4.5.4 Final interviews
Final interviews were organised in the beginning of March 2008 in focus groups
of 5-7 panellists. First the interviewers filled in a questionnaire that studied the
amount of mobile TV usage, usage practises and usage contexts, preferred channels
and preferred interactive services as well as different qualities of mobile TV and
interactive services. The same issues were studied in the initial interviews, so this
facilitated comparing user attitudes before using mobile TV to attitudes after
settled usage.
A usability expert from VTT conducted focus groups that discussed issues related
to usage practises, affects of mobile TV in media usage, usability of mobile TV
environment, preferred content and services as well as suggestions for further
developments. Another researcher was observing the interviews. Finally the
panellists were rewarded with small gifts for their valuable contributions.
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