In recent years, smart phone market has risen and the demands of mobile applications increase sharply. Daily mobile applications have shown their great potential and influences throughout mobile commerce. Mobile TV app is one of the most popular mobile applications in the entertainment genre. Advances in 4G mobile network make high-quality mobile TV and video streaming apps prospective. With the emergence of mobile TV apps, there is a pressing need to understand the determinants of users' intention to use and willingness to pay. This study aims to advance our understanding of the factors that influence the intention to use and willingness to pay for mobile TV apps by triangulating the social cognitive theory, motivation theory and the notion of perceived value. An empirical survey of 497 subjects who have used the mobile TV app was conducted to examine our proposed model. The results reveal that interpersonal/external social influence, personal mobile innovativeness, perceived usefulness, perceived enjoyment and perceived utilitarian/hedonic value significantly affect an individual's intention to use mobile TV apps, while mobile-specific self-efficacy does not. On the other hand, perceived utilitarian value and perceived hedonic value influence a user’s willingness to pay. Theoretical and managerial implications of these findings are discussed.