Recently launched in a limited number of countries, digital multimedia broadcasting (DMB) is a brand new mobile service that uses the most advanced IT technology. Analyzing data collected from Korea, Japan, and Germany, this study investigates the relationship between attitudes, and their antecedents, toward using a DMB service and the intention of using it. Results of the study indicate that permanent access, entertainment, and social interaction have a positive influence on attitudes toward using DMB, and that those attitudes positively influence consumers' intention to do so, as do self-efficacy and consumer perceptions of DMB as an innovation. Some differences in consumer behavior toward DMB service were also found among the three countries. From these findings, practical implications are drawn. © 2008 Wiley Periodicals, Inc.