Influence of individual characteristics, perceived usefulness and ease of use on mobile entertainment adoption Online publication date: Sun, 10-Jul-2011
by Lai-Ying Leong, Keng-Boon Ooi, Alain Yee-Loong Chong, Binshan Lin
International Journal of Mobile Communications (IJMC), Vol. 9, No. 4, 2011
Abstract: This study aims at empirically investigating the influence of individual characteristics, Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) on the Consumer Intention to Use (CIU) mobile entertainment (m-entertainment/ME) in Malaysia. This study employs the Technology Acceptance Model (TAM) in the context of m-entertainment (ME) by incorporating individual characteristics with TAM to provide better understanding and insights about the adoption of ME among Malaysians. The findings revealed that PU, PEOU, academic qualification and past adoption behaviour as factors that influence Malaysian ME adoption. This study contributed to better understanding and insights regarding factors that influence ME adoption. This study has successfully incorporated individual characteristics with the TAM. The enhanced model offers a greater understanding of user acceptance of ME in Malaysia.
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