Title: An integrated adoption model for mobile services

Authors: Sangjae Lee; Mi-Jin Noh; Byung Gon Kim

Addresses: Department of E-business College of Business Administration, Sejong University, 98 Kunja-dong, Kwangjin-gu, Seoul 143-747, Korea ' School of Business Administration, Kyungpook National University, 1370 Sankykdong, Bookgu, Daegu 702-701, Korea ' Department of Digital Business Administration, Namseoul University, Cheonan 330-707, Korea

Abstract: This paper presents an integrated model for mobile services adoption using perceived usefulness, ease of use and enjoyment, and three groups of external factors, namely, service-related factors, user-related factors and technology-related factors, that affect perceived usefulness. An e-mail survey of 777 users and the analysis of a structural equation model support the research model in explaining the integrated aspects of adoption by examining the factors affecting intention to use mobile services. Differential effects of perceived enjoyment exist for services adoption among information, transaction and entertainment services. This suggests that service providers should align system functionality with service requirements for enjoyment.

Keywords: service-related factors; user-related factors; technology-related factors; TAM; technology acceptance model; mobile services; m-services; mobile service adoption; service types; mobile communications; perceived usefulness; ease of use; enjoyment; structural equation modelling.

DOI: 10.1504/IJMC.2012.048138

International Journal of Mobile Communications, 2012 Vol.10 No.4, pp.405 - 426

Published online: 23 Jul 2012 *

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