Title: The role of emotion in hi-tech product adoption: the case of WCDMA in Korea

Authors: Hyun Jung Lee; Jae H. Pae

Addresses: School of Business, Ewha Womans University, Shinsegye Bldg #506, 11-1 Daehyun-Dong, Seoul, Korea. ' School of Business, Ewha Womans University, Shinsegye Bldg #426, 11-1 Daehyun-Dong, Seoul, Korea

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.

Keywords: emotion; high tech products; technology adoption; wideband code division multiple access; WCDMA; high technology; technology acceptance model; TAM; Korea; cell phones; mobile phones; perceived enjoyment; perceived usefulness; perceived ease-of-use.

DOI: 10.1504/IJTMKT.2011.043451

International Journal of Technology Marketing, 2011 Vol.6 No.2, pp.116 - 129

Received: 10 Jun 2011
Accepted: 16 Jul 2011
Published online: 30 Sep 2014 *

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