The impact of trial on technology adoption: the case of mobile TV

Abstract

Purpose

The purpose of this paper is to look at television delivered to a mobile device, in order to better understand the adoption of such services. The research focuses on the role of trial in new technology‐based services adoption. The authors hypothesize that trial increases both perceived ease of use and perceived usefulness, and that it is especially effective with women.

Design/methodology/approach

A field experiment was conducted to test the hypotheses of the study. A two group independent groups design was used to manipulate product trial, while the other variables were measured by questionnaire.

Findings

The authors' empirical results reveal that product trial positively impacts perceived ease of use, but not perceived usefulness. It is also shown that the relationship between product trial and ease of use is stronger for females than for males. Moreover, product trial, working through perceived ease of use, influences the intention to adopt the new technology.

Practical implications

In many cases where a service is provided by software, the cost of offering a trial is quite modest and management ought to give it serious thought as a promotional tactic.

Social implications

Our research suggests that trial can be quite efficacious with women: it could help to increase confidence in consumers' ability to use new technologies.

Originality/value

While numerous researchers have studied the impact of communication on adopting new technology‐based services, the present studies emphasize that product trial is a key yet underutilized – and understudied – marketing tactic for such services.

Citation

Soscia, I., Arbore, A. and Hofacker, C.F. (2011), "The impact of trial on technology adoption: the case of mobile TV", Journal of Research in Interactive Marketing, Vol. 5 No. 2/3, pp. 226-238. https://doi.org/10.1108/17505931111187820