The role of emotion in hi-tech product adoption: the case of WCDMA in Korea
by Hyun Jung Lee; Jae H. Pae
International Journal of Technology Marketing (IJTMKT), Vol. 6, No. 2, 2011

Abstract: The purpose of this study is to examine and extend the technology acceptance model (TAM) to the emotional factor of a customer such as 'perceived enjoyment' in hi-technology product adoption. The addition of perceived enjoyment to the traditional TAM with only perceived usefulness and perceived ease-of-use will explain better the use of general hi-technology products that most of us come in contact daily. The model is tested using data of 600 cellular phone users in Korea. This study emphasises that the addition of perceived enjoyment to the traditional TAM with only perceived usefulness and perceived ease-of-use will explain better the use of general hi-technology products that most of us come in contact daily. The result shows that the role of perceived enjoyment is critical to the intention to use a hi-technology product.

Online publication date: Tue, 30-Sep-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com