Consumer adoption of mobile technologies: a literature review
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paper_title: Perceived usefulness, perceived ease of use, and user acceptance of information technology

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Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.
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paper_title: Electronic performance monitoring and social context: impact on productivity and stress.

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In a laboratory study, the presence of individual- or work-group-level electronic performance monitoring (EPM) was manipulated as participants worked on a data-entry task alone, as a member of a noninteracting aggregate, or as a member of a cohesive group. The pattern of results suggested the operation of a social facilitation effect, as highly skilled monitored participants keyed more entries than highly skilled nonmonitored participants. The opposite pattern was detected among low-skilled participants. No signs of social loafing were detected among group-monitored participants. Nonmonitored workers and members of cohesive groups felt the least stressed. The implications of these findings for organizations adopting EPM systems are discussed.
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paper_title: Intentions to Use Mobile Services: Antecedents and Cross-Service Comparisons

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This article develops and tests a model to explain consumers’ intention to use mobile services. Through triangulating theories from the diverse fields of information systems research, uses and gratification research, and domestication research, the authors put forth an integrated model that explains intention to use mobile services. The model proposes four overall influences on usage intention: motivational influences, attitudinal influences, normative pressure, and perceived control. The authors study the type of interactivity and process characteristics associated with the service that moderate the effects on the relationship between the proposed antecedents and usage intention. The results from empirical studies of four mobile services show strong support for the effects of motivational influences, attitudinal influences, normative pressure, and perceived control on consumers’ intentions to use mobile services. Some of the effects are moderated by process characteristics (goal-directed vs. experiential services) that are associated with the service.
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paper_title: Consumer adoption of mobile TV: Examining psychological flow and media content

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Mobile TV service, which provides television-like content through a mobile device, holds a limelight as the next killer application of wireless technologies and also as a prospective hedonic information technology. However, in a world where other potential wireless technologies and services speedily emerge, vendors and service providers interested in mobile TV hope that it will be diffused over the gulf between early users to general ones prior to competing sprouts. At this point, an investigation of early consumers' adoption of mobile TV may offer precious information for its survival. Based on the theoretical assumptions of the technology acceptance model (TAM), this study examines influences of cognitive concentration (or flow experience) and media content on consumers' acceptance of mobile TV. The results are threefold. First, results suggest that cognitive concentration (or flow experience) and content have a significant role in consumers' intention to use hedonic information technology. Second, results show that content has a critical impact on cognitive concentration. Finally, results support the use of the extended TAM as an explainer in the context of hedonic information technology.
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paper_title: An investigation of mobile learning readiness in higher education based on the theory of planned behavior

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This study investigated the current state of college students' perceptions toward mobile learning in higher education. Mobile learning is a new form of learning utilizing the unique capabilities of mobile devices. Although mobile devices are ubiquitous on college campuses, student readiness for mobile learning has yet to be fully explored in the United States. The paper describes a conceptual model, based on the theory of planned behavior (TPB), which explains how college students' beliefs influence their intention to adopt mobile devices in their coursework. Structural equation modeling was used to analyze self-report data from 177 college students. The findings showed that the TPB explained college students' acceptance of m-learning reasonably well. More specifically, attitude, subjective norm, and behavioral control positively influenced their intention to adopt mobile learning. The results provide valuable implications for ways to increase college students' acceptance of mobile learning.
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paper_title: The theory of planned behavior

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Research dealing with various aspects of* the theory of planned behavior (Ajzen, 1985, 1987) is reviewed, and some unresolved issues are discussed. In broad terms, the theory is found to be well supported by empirical evidence. Intentions to perform behaviors of different kinds can be predicted with high accuracy from attitudes toward the behavior, subjective norms, and perceived behavioral control; and these intentions, together with perceptions of behavioral control, account for considerable variance in actual behavior. Attitudes, subjective norms, and perceived behavioral control are shown to be related to appropriate sets of salient behavioral, normative, and control beliefs about the behavior, but the exact nature of these relations is still uncertain. Expectancy— value formulations are found to be only partly successful in dealing with these relations. Optimal rescaling of expectancy and value measures is offered as a means of dealing with measurement limitations. Finally, inclusion of past behavior in the prediction equation is shown to provide a means of testing the theory*s sufficiency, another issue that remains unresolved. The limited available evidence concerning this question shows that the theory is predicting behavior quite well in comparison to the ceiling imposed by behavioral reliability. © 1991 Academic Press. Inc.
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paper_title: Determinants of Mobile Learning Adoption: An Empirical Analysis.

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The purpose of this study is to explore how related factors influence the adoption of mobile learning in Malaysia by incorporating subjective norms and individual differences with Technology Acceptance Model (TAM). This study deploys a self-administered questionnaire and was tested on 401 respondents. Multiple regression analysis was conducted to test the hypotheses in this study. Overall, the results indicated that perceived usefulness, perceived ease of use and subjective norms is positively associated with the intention to adopt mobile learning. The findings for individual differences require further investigations as gender factor did not show significant effect on intention towards mobile learning usage. The study provides valuable managerial implications on how to speed up the process of adopting mobile learning in emerging markets by improving the assessment of mobile learning.
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paper_title: Introduction to the Special Issue: Mobile Commerce Applications

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With the rapid proliferation of mobile devices, including mobile phones, PDAs, and handheld computers, mobile commerce is widely considered to be a driving force for next-generation e-commerce. Many attempted m-commerce applications have failed to meet expectations, however, with the notable exceptions of I-Mode in Japan and the explosive growth of Short Messaging Service in China. It is important to understand why promising technologies fail and what factors contribute to their failure. This paper proposes a fit-viabilit y framework for assessing the likely success or failure of m-commerce applications. For fit, criteria for measurement are identified based on task-technology fit theory. For viabilit y, financial and managerial criteria are identified. The papers in this Special Issue address factors related to the framework, and m-commerce applications in procurement and travel agencies, to demonstrate its value.
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paper_title: Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model

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This paper aims to predict consumer acceptance of e-commerce by proposing a set of key drivers for engaging consumers in on-line transactions. The primary constructs for capturing consumer acceptance of e-commerce are intention to transact and on-line transaction behavior. Following the theory of reasoned action (TRA) as applied to a technology-driven environment, technology acceptance model (TAM) variables (perceived usefulness and ease of use) are posited as key drivers of e-commerce acceptance. The practical utility of TAM stems from the fact that e-commerce is technology-driven. The proposed model integrates trust and perceived risk, which are incorporated given the implicit uncertainty of the e-commerce environment. The proposed integration of the hypothesized independent variables is justified by placing all the variables under the nomological TRA structure and proposing their interrelationships. The resulting research model is tested using data from two empirical studies. The first, exploratory study comprises three experiential scenarios with 103 students. The second, confirmatory study uses a sample of 155 on-line consumers. Both studies strongly support the e-commerce acceptance model by validating the proposed hypotheses. The paper discusses the implications for e-commerce theory, research, and practice, and makes several suggestions for future research.
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paper_title: Exploring convenience in mobile commerce: Moderating effects of gender

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To date, little research has examined gender difference in how convenience is perceived in mobile commerce (m-commerce). The current work presents and tests a theoretical model partially based on Technology Acceptance Model (TAM), and posits a sequential relationship among four primary dimensions: (1) intrinsic attributes of mobile device-portability and interface design; (2) ease of use; (3) extrinsic attributes of mobile device-simultaneity, speed, and searchability; and (4) perceived convenience of m-commerce. We posit that physical attributes of mobile device (portability and interface design) are antecedents of ease of use, which in turn determines three extrinsic attributes (simultaneity, speed, and searchability). The final dependent variable is perceived convenience. Based on prior research on TAM and gender theories, the study proposes 16 hypotheses, of which our data support 12. Our results indicate that the link between interface design and ease of use holds a key to motivate females' use of m-commerce. In closing, implications are discussed while important limitations are recognized along with future research suggestions.
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paper_title: Integrating TTF and UTAUT to explain mobile banking user adoption

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Due to its advantages such as ubiquity and immediacy, mobile banking has attracted traditional banks' interests. However, a survey report showed that user adoption of mobile banking was much lower than that of other mobile services. The extant research focuses on explaining user adoption from technology perceptions such as perceived usefulness, perceived ease of use, interactivity, and relative advantage. However, users' adoption is determined not only by their perception of the technology but also by the task technology fit. In other words, even though a technology may be perceived as being advanced, if it does not fit users' task requirements, they may not adopt it. By integrating the task technology fit (TTF) model and the unified theory of acceptance and usage of technology (UTAUT), this research proposes a mobile banking user adoption model. We found that performance expectancy, task technology fit, social influence, and facilitating conditions have significant effects on user adoption. In addition, we also found a significant effect of task technology fit on performance expectancy.
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paper_title: Mobile News Adoption among Young Adults Examining the Roles of Perceptions, News Consumption, and Media Usage

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Using the frameworks of innovation diffusion and technology acceptance model, this study examines the predictors of mobile news consumption among young adults. The results show that the perceived relative advantage (especially content), utility, and ease of use of mobile news are positively related to its adoption. The young adults’ news consumption patterns and preferences, as well as media usage, all play a role in the adoption of mobile news. This study also validates the importance of examining the adoption outcome from multiple perspectives.
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paper_title: An international comparison of technology adoption: Testing the UTAUT model

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We examined the relationships of the constructs in the UTAUT model to determine how they are affected by culture. In our study, we used data from Korea and the U.S. to examine two technologies: the MP3 player and Internet banking. Results showed that the UTAUT model fits our data well. The comparison of Korea and the U.S. revealed that the effects of effort expectancy on behavioral intention and the effects of behavioral intention on use behavior were greater in the U.S. sample. The implications of this are discussed.
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paper_title: A pedagogical framework for mobile learning: Categorizing educational applications of mobile technologies into four types

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Instructional designers and educators recognize the potential of mobile technologies as a learning tool for students and have incorporated them into the distance learning environment. However, little research has been done to categorize the numerous examples of mobile learning in the context of distance education, and few instructional design guidelines based on a solid theoretical framework for mobile learning exist. In this paper I compare mobile learning (m-learning) with electronic learning (e-learning) and ubiquitous learning (u-learning) and describe the technological attributes and pedagogical affordances of mobile learning presented in previous studies. I modify transactional distance (TD) theory and adopt it as a relevant theoretical framework for mobile learning in distance education. Furthermore, I attempt to position previous studies into four types of mobile learning: 1) high transactional distance socialized m-learning, 2) high transactional distance individualized m-learning, 3) low transactional distance socialized m-learning, and 4) low transactional distance individualized m-learning. As a result, this paper can be used by instructional designers of open and distance learning to learn about the concepts of mobile learning and how mobile technologies can be incorporated into their teaching and learning more effectively.
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paper_title: Self-construal's role in mobile TV acceptance: Extension of TAM across cultures

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This research investigates the effects of cultural differences (individualism vs. collectivism) on the acceptance of mobile TV by identifying self-construal (independent vs. interdependent) as a possible antecedent of the Technology Acceptance Model (TAM). Surveying 817 university students in Korea and the United States, the study found that TAM is consistently stable across countries, and that individual-level cultural orientation had significant effects on the model as a direct antecedent of TAM. However, the relationships between self-construal and TAM variables were rather mixed. As hypothesized, interdependence was more important for Koreans' subjective norms and perceived usefulness, whereas independence was more important for Americans' subjective norms. Unexpectedly, however, the direction was reversed in the case of perceived ease of use. Moderating effects of country culture appeared also in the relative effects of perceived ease of use and perceived usefulness on attitude. Perceived ease of use was more important for attitude in the US, while perceived usefulness mattered more in Korea. By adding self-construal as an antecedent variable, the study effectively explains how users' individual value orientation shapes TAM. This approach can provide deeper understanding into the adoption of new technology and suggest to marketers better strategies for directly dealing with consumer characteristics in promoting mobile TV technology.
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paper_title: FACTORS AFFECTING INDIVIDUALS TO ADOPT MOBILE BANKING: EMPIRICAL EVIDENCE FROM THE UTAUT MODEL

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ABSTRACT Fast advances in the wireless technology and the intensive penetration of cell phones have motivated banks to spend large budget on building mobile banking systems, but the adoption rate of mobile banking is still underused than expected. Therefore, research to enrich current knowledge about what affects individuals to use mobile banking is required. Consequently, this study employs the Unified Theory of Acceptance and Use of Technology (UTAUT) to investigate what impacts people to adopt mobile banking. Through sampling 441 respondents, this study empirically concluded that individual intention to adopt mobile banking was significantly influenced by social influence, perceived financial cost, performance expectancy, and perceived credibility, in their order of influencing strength. The behavior was considerably affected by individual intention and facilitating conditions. As for moderating effects of gender and age, this study discovered that gender significantly moderated the effects of performance expectancy and perceived financial cost on behavioral intention, and the age considerably moderated the effects of facilitating conditions and perceived self-efficacy on actual adoption behavior. Keywords: mobile banking, UTAUT, wireless commerce, technology adoption 1. Introduction With the recently quick growth in the market of 3G smart mobile phones, the wireless service delivery channel becomes a promising alternative for firms to create commercial opportunities. However, despite many wireless commercial services increase quickly, the use of mobile banking service is much lower than expected [Cruz et al. 2010] and still underused [Huili & Chunfang 2011], and the market of mobile banking still remains very small in comparing to the whole banking transactions [Luarn & Lin 2005; Laukkanen 2007; Yang 2009]. That is, the widespread adoption and large usage of cell phones did not reflect on the adoption and usage of mobile banking, although mobile banking perhaps was the first commercial mobile service [Scornavacca & Hoehle 2007] and first introduced in the early 2000s through short messaging service and wireless access protocol [Dasgupta et al. 2010]. Both Internet banking and mobile banking are often considered as electronic banking [Suoranta & Mattila 2004; Laforet & Li 2005; Laukkanen 2007; Sripalawat et al. 2011], but Internet banking and mobile banking are two alternative channels for banks to deliver their services and for customers to acquire services [Scornavacca & Hoehle 2007]. That is, customers using Internet banking are through computers connected to Internet, while customers using mobile banking are through wireless devices [Riquelme & Rios 2010]. Concerning the difference between online banking and mobile banking contexts, customers considered mobility as the most valued feature of mobile banking [Suoranta & Mattila 2004] and the time-critical consumers considered the always-on functionality as the most important feature of mobile banking [Singh et al. 2010], while banking users considered that Internet banking took significant advantage in Usefulness and Purpose [Natarajan et al. 2010] and online banking was suggested as the cheapest delivery channel [Koenig-Lewis et al. 2010]. Considering the immense penetration of cell phones, Cruz et al. [2010] observed that banks has very large potential to offer mobile banking services to people living in remote villages where only few computers are connected to the Internet. Acknowledging the limitations of Internet banking as opposed to widespread mobile phone penetration, Dasgupta et al. [2011] suggested that the emerging mobile banking may give banks a good commercial opportunity providing their services to rural people who are unable to access the Internet. Hence, Dasgupta et al. [2011] pointed out that main customer segments of mobile and Internet banking were not necessarily the same, which might explain why Sadi et al. …
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paper_title: Investigating acceptance toward mobile learning to assist individual knowledge management: Based on activity theory approach

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Mobile devices could facilitate human interaction and access to knowledge resources anytime and anywhere. With respect to wide application possibilities of mobile learning, investigating learners' acceptance towards it is an essential issue. Based on activity theory approach, this research explores positive factors for the acceptance of m-learning systems. In the research, we developed an m-learning system for learners' knowledge management and invited 152 participants who knew how to use the m-learning system then report on their experience. The results show that enhancing learners' satisfaction, encouraging learners' autonomy, empowering system functions, and enriching interaction and communication activities have a significant positive influence on the acceptance of m-learning systems.
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paper_title: Mobile Data Service Demographics in Urban China

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Mobile data service (MDS) is very popular in China due to the country's huge cell phone user base and large mobile communication networks. Replicating the Unified Theory of Acceptance and Use of Technology (UTAUT), this paper explored the moderating effects of personal characteristics on the decision pattern of 3G MDS acceptance. The study applied SEM model comparisons and hierarchical multiple regression procedures to the survey data collected from 1,432 urban participants in China. The results showed that age, experience, and location had strong moderating effects on the MDS acceptance model in urban China. This study also revealed that gender and income exert evident confounding effects over MDS acceptance decisions. Important results and implications were also discussed.
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paper_title: Examining Location-Based Services Usage from the Perspectives of Unified Theory of Acceptance and Use of Technology and Privacy Risk

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ABSTRACT As an emerging service, location-based services (LBS) have not received wide adoption among users. Drawing on both perspectives of Unified Theory of Acceptance and Use of Technology (UTAUT) and privacy risk, this research examined user adoption of LBS. We conducted data analysis with structural equation modeling. The results indicated that usage intention is affected by both enablers such as performance expectancy and inhibitors such as perceived risk. This implies that service providers need to concern both perspectives of technological perceptions and privacy risk in order to facilitate user adoption of LBS. Keywords: location-based services; UTAUT; privacy concern; trust 1. Introduction Mobile internet has been developing rapidly around the world. Especially, the application of third generation (3G) communication technologies triggers mobile internet development. According to a report issued by China Internet Network Information Center (CNNIC) in January 2012, the number of mobile internet users in China has exceeded 356 million, accounting for 69% of its internet population (513 million) [CNNIC 2012]. Attracted by the great market, service providers have released a variety of mobile services, such as mobile instant messaging (IM), location-based services (LBS), mobile games and mobile payment. Among them, a few services such as mobile IM have been widely adopted by users. However, many services such as LBS have not received wide adoption among users. Mobile service providers need to understand the factors affecting user behavior. Then they can take measures to facilitate user adoption and usage of these services. LBS mean that mobile service providers present context-related information to users based on their location and preferences [Dhar and Varshney 2011]. This personalized service delivers a better experience to users. Due to this advantage, LBS are called the killer application of mobile business [Junglas and Watson 2008]. Typical LBS include location-based advertisement, navigation, emergency evacuation and location check-in services. LBS can bring great value to users and this may promote their usage behavior. However, LBS need to utilize users' location information. This may incur users' privacy concern and increase their perceived risk. Users feel that they are tracked by service providers. Their concern on privacy risk will negatively affect their usage of LBS. The objective of this research is to identify the factors affecting user adoption of LBS from both perspectives of technological perceptions and privacy risk. On one hand, LBS represent a new technological application. Thus we may apply information technology theories such as the unified theory of acceptance and use of technology (UTAUT) to explain user behavior. UTAUT is mainly concerned with the effect of enablers such as performance expectancy and effort expectancy on usage behavior. On the other hand, LBS user behavior may be also affected by inhibitors such as privacy risk. If users have high privacy concern, they may perceive great risk and have low trust in service providers. Thus it is necessary to integrate both perspectives of enablers such as performance expectancy and inhibitors such as privacy risk to examine LBS user behavior. Extant research has focused on the single effect of privacy risk on user adoption of LBS [Junglas et al. 2008b; Xu et al. 2011], and has seldom combined both perspectives of enablers and inhibitors to explain user behavior. This research tries to fill the gap. The results support our hypotheses. The rest of this paper is organized as follows. We review related literature in the next section. Then we develop research model and hypotheses in section three. Section four reports instrument development and data collection. Section five presents results and section six discusses these results. We present theoretical and managerial implications in section seven. …
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paper_title: Understanding dynamics between initial trust and usage intentions of mobile banking

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Mobile banking is an emerging application of mobile commerce that could become an additional revenue source to both banks and telecom service providers. It is a form of service convergence enabled by innovative technologies. Despite the alleged benefits of mobile banking, its acceptance has been short of industry expectations. One plausible explanation may be consumers' initial lack of trust in available services. The objective of our research is to reveal the mechanisms associated with the initial formation of people's trust in mobile banking and intention to use the service. For this, we attempt to understand the effect of four antecedent variables (structural assurances, relative benefits, personal propensity to trust and firm reputation) on shaping a person's initial trust in mobile banking and its usage intention. They represent four types of trust-inducing forces: institutional offering (structural assurances), cognition (perceived benefits), personality (personal propensity) and firm characteristics (firm reputation). We examine individual significance of the selected antecedents and also their comparative reliability in explaining the two exogenous variables. The technical basis of our empirical research is the innovative mobile banking solution that uses cellphones with a built-in smart chipset. The survey data are analyzed using structural equation modelling. The analysis showed that three variables (relative benefits, propensity to trust and structural assurances) had a significant effect on initial trust in mobile banking. Also, the perception of initial trust and relative benefits was vital in promoting personal intention to make use of related services. However, contrary to our expectation, the reputation as a firm characteristics variable failed to attract people to mobile banking.
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paper_title: Cultural influences on adoption of SMS advertising: A study of American and Taiwanese consumers

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This study examines whether cultural differences between countries have a significant impact on consumers’ adoption of SMS advertising. Hofstede's cultural individualism/collectivism dimension is used to investigate whether culture is an important determinant of people's intentions to accept SMS advertising; Taiwan and the US, representing two different cultures, are selected in this study. The propositions presented in this study provide preliminary evidence that consumers’ cultural orientations embedded in their belief systems may play an influential role in their decision-making processes. The findings of this study reveal that American consumers’ decisions on accepting SMS ads via their mobile phones are solely based on attitudinal considerations whereas Taiwanese consumers’ intentions to act are influenced by social norms as well as attitudinal factors.
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paper_title: Analysis of users and non-users of smartphone applications

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Purpose: Smartphones facilitate the potential adoption of new mobile applications. The purpose of this research is to study users and non-users of three selected mobile applications, and find out what really drives the intention to use these applications across users and non-users. Design/methodology/approach: The authors measured actual usage of mobile applications in a panel study of 579 Finnish smartphone users, using in-device measurements as an objective way to identify users and non-users. A web-based survey was used in collecting data to test an extended TAM model in explaining intention to use. Findings: Perceived technological barriers negatively affect behavioural control, reflecting people's assessment of themselves being capable of using the services without trouble. Behavioural control is directly linked to perceived usefulness (except for games) and perceived enjoyment, as hypothesized. Perceived enjoyment and usefulness were generically found to explain intention to use applications for both users and for non-users. Research limitations/implications: With regards to the impact of social norms, the study finds that further research needs to be done in exploring its impact more thoroughly. The dataset of the research, consisting purely of male-dominated, young smartphone users, make the generalization of results difficult. Practical implications: There are differences regarding what drives the usage of different kinds of mobile applications. In this study, map applications and mobile Internet, are driven by more utilitarian motivations, whereas games are more hedonic. It is also clear that not everybody are using applications facilitated by smartphones, and therefore the presented approach of studying users and non-users separately provides a new approach to analyze adoption on a practical level. Originality/value: This research proves that models like TAM should not treat mobile services as a generic concept, but instead to specifically address individual mobile services. The research also demonstrates the unique value of combining objective usage measurements (reflecting actual behaviour) with traditional survey data in more comprehensively modelling service adoption.
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paper_title: An investigation of mobile learning readiness in higher education based on the theory of planned behavior

paper_content:

This study investigated the current state of college students' perceptions toward mobile learning in higher education. Mobile learning is a new form of learning utilizing the unique capabilities of mobile devices. Although mobile devices are ubiquitous on college campuses, student readiness for mobile learning has yet to be fully explored in the United States. The paper describes a conceptual model, based on the theory of planned behavior (TPB), which explains how college students' beliefs influence their intention to adopt mobile devices in their coursework. Structural equation modeling was used to analyze self-report data from 177 college students. The findings showed that the TPB explained college students' acceptance of m-learning reasonably well. More specifically, attitude, subjective norm, and behavioral control positively influenced their intention to adopt mobile learning. The results provide valuable implications for ways to increase college students' acceptance of mobile learning.
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paper_title: A usability-centred perspective on intention to use mobile payment

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Mobile payment is a new and rapidly adopting alternative payment method especially in Asia. By analysing mobile payment interface usability and expanding the Microsoft Usability Guideline, this paper presented a model for studying intention to use mobile payment. A survey method was used by collecting data from 202 potential mobile payment users. The findings showed that interaction behaviour was a significant antecedent of intention to use mobile payment. Furthermore, five mobile payment interface usability factors (content, ease of use, promotion, made-for-the-medium and emotion) have positive influences on interaction behaviour and intention to use mobile payment. The findings will be beneficial for managers and developers when they make decisions on the development of mobile payment systems.
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paper_title: Value-based Adoption of Mobile Internet: An empirical investigation

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This study examines the adoption of Mobile Internet (M-Internet) as a new Information and Communication Technology (ICT) from the value perspective. M-Internet is a fast growing enabling technology for Mobile Commerce. However, despite its phenomenal growth and although M-Internet essentially provides the same services as stationary Internet, its adoption rate in many countries is very low compared to that of stationary Internet. The well-known Technology Adoption Model (TAM) has been used for explaining the adoption of traditional technologies. Most adopters and users of traditional technologies (e.g., spreadsheet, word processor) are employees in an organizational setting who use the technology for work purposes, and the cost of mandatory adoption and usage is borne by the organization. In contrast, adopters and users of M-Internet are individuals who play the dual roles of technology user and service consumer. Most of them adopt and use it for personal purposes, and the cost of voluntary adoption and usage is borne by the individuals. Thus, the adopters of new ICT, especially M-Internet, are also consumers rather than simply technology users. By adopting the theory of consumer choice and decision making from economics and marketing research, this study develops the Value-based Adoption Model (VAM) and explains customers' M-Internet adoption from the value maximization perspective. The findings demonstrate that consumers' perception of the value of M-Internet is a principal determinant of adoption intention, and the other beliefs are mediated through perceived value. The theoretical and practical implications of VAM related to M-Internet are discussed.
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paper_title: Perceived usefulness, perceived ease of use, and user acceptance of information technology

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Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.
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paper_title: A study on Wireless Banking Services - the case of mobile banking with integrated Technology Acceptance Model

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Mobile Banking refers to provision and access to banking and financial services with the help of mobile telecommunication devices (Sinha, 2011). Mobile banking as a new channel to the existing banking channels provides convenient and cost efficient banking services anytime anywhere. It is observed that, though India has strong potential for mobile banking only 5% of mobile subscribers are registered users of mobile banking. Attracting the new customers may not be easy than retaining the existing mobile banking customers (Chul gu, 2009). Hence the current research focuses on the factors influencing actual usage of mobile banking services. The Technology Acceptance Model proposed by Davis (1989) modified to include user’s perceived risk and compatibility has been used to analyse factors influencing intention to use and actual usage of mobile banking services. The results shows that, Indians mobile banking usage is influenced by ease of mobile banking technology, its suitability to the user’s life style and the benefits like mobility and mobile transactions. However customer’s perception towards security of mobile transactions and privacy fears demotivates actual usage.
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paper_title: Can the demographic and subjective norms influence the adoption of mobile banking

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The study aims to incorporate the demographic factors and subjective norms with the Technology Acceptance Model (TAM) in investigating the intention to adopt mobile banking in Malaysia. Of the 400 questionnaires, 193 usable questionnaires were returned, thus yielding a response rate of 48.25%. The data was tested using multiple regression and factor analysis. Among the four demographic constructs, education and income were found to be positively related with PU. However, only gender and education were positively related with PEOU. The findings also validated the mediating effect of PEOU on PU. Likewise, PEOU, PU and SN positively affect the Malaysian's intention to adopt mobile banking. The study is beneficial for both scholar as well as practitioners such as banking institutions, policy makers, system developers and marketers especially when crafting key decisions.
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paper_title: Affective and social determinants of mobile data services adoption

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Technology acceptance theories predict user intentions to use services tailored for organisational needs. However, in this paper, we postulate that the aforementioned theories do not apply when investigating intentions towards the use of mobile data services (MDS), as the latter encompasses supplementary characteristics, such as fun and enjoyment, which are not taken into account under available models of user acceptance. The incorporation of the affective dimension is proposed by reintroducing the Triandis theory of human behaviour to the MDS domain. A web-based survey (N = 219) was conducted to investigate our research hypotheses and validate our model of MDS usage intention. Results showed that the MDS usage intention can be predicted by cognitive and affective factors under the lens of social influences. Additionally, the main antecedents of MDS actual use are perceived usefulness, perceived value and intention to use MDS.
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paper_title: The Adoption of Mobile Banking in Malaysia: The Case of Bank Islam Malaysia Berhad (Bimb)

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ABSTRACT For several years, commercial banks in Malaysia have tried to introduce mobile banking systems to improve their operations and reduce transaction costs. Bank Islam Malaysia Berhad (BIMB) is one of the commercial banks in Malaysia introduced mobile banking systems to its customers. On the basis of this argument, this research examines the factors that determine intention to use mobile banking among BIMB's customers. This work extends technology acceptance model (TAM) to include perceived credibility, the amount of information on mobile banking and normative pressure. The results indicate that perceived usefulness and perceived ease of use are strong determinants of behavioral intention to adopt mobile banking. The results also further reveal that perceived credibility, the amount of information on mobile banking and normative pressure are significant factors in explaining the acceptance of mobile banking. Significant relationship between "perceived ease of use and perceived usefulness", and "perceived ease of use and perceived credibility" are also found. Furthermore, the findings of this study are useful in order to disseminate important guidelines for BIMB in promoting the use of mobile banking among its customers. Keywords: Malaysia; Banking; Mobile banking; Communication technologies; Technology acceptance; Islam. I. INTRODUCTION The rapid technological advances in mobile-based technologies have created opportunities for new and innovative mobile services. Some of the most promising, while still marginally adopted, is mobile banking. Many commercial banks in Malaysia have tried to introduce mobile banking systems to improve their operations and reduce costs. BIMB is one of the commercial banks in Malaysia actively promotes the use of mobile banking. In the banking industry, bank branches alone are no longer adequate to provide banking services to cater the needs of demanding customers. Therefore, the provision of banking services through mobile banking has provided an alternative means to acquire banking services very convenience and timely to bank customers. Despite all the efforts aimed at developing better mobile banking, this system can easily be remained unnoticed by bank customers, despite its availability. Mobile banking is still new, leaving a great deal of room for development in Malaysia. There is a need, therefore, to understand bank customers' acceptance of mobile banking and to examine the factors affecting their intentions to use mobile banking. This information can assist commercial banks including BIMB in building of mobile banking that the bank customers want to use, thus assist them to attract potential users to use the system. Nevertheless, the TAM is chosen in this study for two main reasons. First, choosing TAM is based on its parsimony and predictive power which make it easy to apply in different information system devices (Guriting and Ndubisi, 2006; Pikkarainen, et al., 2004; Kleijnen, et al., 2004; and Venkatesh and Morris, 2000). Second, TAM helps to better understand the relationship between five important constructs of the study, notably, perceived usefulness, perceived ease of use, perceived credibility, the amount of information on mobile banking, normative pressure with behavioral intention. The aim of this paper is to investigate factors that influence BIMB customers' adoption of mobile banking. For the purpose, TAM is used as the base model for the study and modified it to better reflect the mobile banking context. In the original TAM's model, perceived usefulness and perceived ease of use are addressed as the most important constructs in predicting information system (IS) acceptance. Many researchers have also investigated and agreed that these two constructs are valid in understanding individual's intention to adopt IS (Guriting and Ndubisi, 2006; Luarn and Lin, 2005; and Wang, et al., 2003). However, depending on the specific technology context, additional constructs are required to be integrated to better reflect newly emerging technologies. …
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paper_title: Exploring Factors Influencing the Adoption of Mobile Commerce

paper_content:

This study presents an extended technology acceptance model that integrates innovation diffusion theory to investigate what determine user mobile commerce acceptance. This paper models the factors relationships such as perceived usefulness, perceived ease of use, personal innovativeness, subjective norms, behavioral control and intention to adopt mobile commerce. The proposed model was empirically tested using data collected from a survey of mobile commerce consumers. Empirical data from regression analysis reflects users ease of use influence behavioral intention to adopt mobile commerce. The majority of positive relationships between perceived ease of use, subjective norms, behavioral control and intention to adopt are supported by empirical data. Results also reveal that behavioral control and subjective norms influence perceived ease of use which affects then their adoption intention. The paper concludes some important implications for the practitioners.
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paper_title: Consumer adoption of PDA phones in Taiwan

paper_content:

This empirical study applies the structural equation model to test hypotheses about the adoption of PDA phones from a consumer perspective. It finds that adoption and purchase intentions are distinct from each other and have different antecedents. While perceived usefulness and enjoyment have more significant effects on adoption intention, perceived risk and cost have more significant effects on purchase intention. The adoption intention widely used in TAM studies does not fully explain a consumer's adoption behaviour. The results of this paper extend TAM studies and offer more insight into a consumer's adoption behaviour regarding ICT products.
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paper_title: Perceived usefulness, perceived ease of use, and user acceptance of information technology

paper_content:

Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.
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paper_title: Text me when it becomes dangerous: Exploring the determinants of college students' adoption of mobile-based text alerts short message service

paper_content:

Guided by Davis' (1986) technology acceptance model (TAM) and Brehm's (1989) reactance theory, this study sought to explore the determinants of college students' adoption of mobile-based text alert short message service (SMS). The findings of the study supported the primary argument of the model that individuals' adoption of text alert SMS for emergency preparedness and response should be largely determined by social psychological factors, such as attitude toward, subjective norm associated with, and perceived intrusiveness of the SMS. In addition, the findings demonstrated that subjective norm of and attitude toward the service prompted individuals' actual adoption whereas intrusiveness of the service served as a distinctive barrier to the actual adoption behavior. Finally, the findings also showed that the probability of adopting the text alert SMS was not directly increased by perceived ease of use and perceived usefulness of the service, but was indirectly affected by the two antecedents through ones' attitude toward the use of the SMS. Theoretical and practical implications of the findings are discussed.
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paper_title: The study of behavioral intention for mobile commerce: via integrated model of TAM and TTF

paper_content:

Mobile commerce systems allow customers to purchase products over the Internet without using a pc. It also creates a new mobile business model and change e-commerce paradigms, having an especially significant effect on the medical and insurance industries. Furthermore, the real estate industry is increasing in the booming market, but tends to become overheated. Thus, some innovative techniques (such as mobile commerce) were adopted by estate agent to enhance their competitive advantage. Consequently, identifying the match between mobile commerce technique and individual performance is a valuable focus of research. In fact, technology acceptance model (TAM) is a well-known theory regarding the adoption of information technology (IT), but ignores the focus on evaluating IT; meanwhile, the task-technology fit (TTF) model takes a directly rational approach by assuming that users choose to use IT that provides benefits but does not consider about users’ beliefs and attitude towards IT. Therefore, this study examined an integrated model of TAM and TTF that provided additional explanatory power via structural equation modeling. Analytical results confirm that the integrated model provides greater explanatory power than either TAM or TTF alone. Furthermore, several practical implications and recommendations are also discussed below.
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paper_title: Integrating TTF and UTAUT to explain mobile banking user adoption

paper_content:

Due to its advantages such as ubiquity and immediacy, mobile banking has attracted traditional banks' interests. However, a survey report showed that user adoption of mobile banking was much lower than that of other mobile services. The extant research focuses on explaining user adoption from technology perceptions such as perceived usefulness, perceived ease of use, interactivity, and relative advantage. However, users' adoption is determined not only by their perception of the technology but also by the task technology fit. In other words, even though a technology may be perceived as being advanced, if it does not fit users' task requirements, they may not adopt it. By integrating the task technology fit (TTF) model and the unified theory of acceptance and usage of technology (UTAUT), this research proposes a mobile banking user adoption model. We found that performance expectancy, task technology fit, social influence, and facilitating conditions have significant effects on user adoption. In addition, we also found a significant effect of task technology fit on performance expectancy.
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paper_title: The impact of use context on mobile services acceptance: The case of mobile ticketing

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The most important factor in the decision to adopt mobile systems is user perception of their value. However, behavioral theory suggests that context affects user attitude and therefore influences acceptance. We therefore hypothesized that the benefits of mobile systems should be evaluated against users' contextual needs and that reduced dependence on time and place required providing service at any time and place needed by the user. Mental costs or costs of learning to use the system, however, may not be evaluated in the same way, because system use and learning about it are acts with different contexts. Our findings advance knowledge of IT adoption and suggest that we should start to identify the contexts of both the benefits of use and in learning to use the system.
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paper_title: User acceptance of mobile internet based on the Unified Theory of Acceptance and Use of Technology: Investigating the determinants and gender differences

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Based on the Unified Theory of Acceptance and Use of Technology Model (UTAUT; Venkatesh, Morris, Davis, & Davis, 2003), the purpose of this study was to investigate the determinants of mobile Internet (m-Internet) acceptance and to understand whether or not there are gender differences in the acceptance of m-Internet. Data collected online from 343 respondents in Taiwan were tested against the research model, using the structural equation modeling approach. The proposed model was mostly supported by the empirical data. The findings of this study provide several crucial implications for m-Internet service practitioners and researchers.
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paper_title: Integrating TTF and UTAUT to explain mobile banking user adoption

paper_content:

Due to its advantages such as ubiquity and immediacy, mobile banking has attracted traditional banks' interests. However, a survey report showed that user adoption of mobile banking was much lower than that of other mobile services. The extant research focuses on explaining user adoption from technology perceptions such as perceived usefulness, perceived ease of use, interactivity, and relative advantage. However, users' adoption is determined not only by their perception of the technology but also by the task technology fit. In other words, even though a technology may be perceived as being advanced, if it does not fit users' task requirements, they may not adopt it. By integrating the task technology fit (TTF) model and the unified theory of acceptance and usage of technology (UTAUT), this research proposes a mobile banking user adoption model. We found that performance expectancy, task technology fit, social influence, and facilitating conditions have significant effects on user adoption. In addition, we also found a significant effect of task technology fit on performance expectancy.
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paper_title: Customer acceptance of playing online game on mobile phones

paper_content:

Online gaming keeps growing as a virtual entertainment industry with the improvement in IT applications and PC popularity. This study explored consumer acceptance after the implementation of online games through mobile phones, based on the 'Unified Theory of Acceptance and Use of Technology' (UTAUT) model, while considering the moderating effects of the online gaming experience and experience of web browsing on mobile phones. The research results indicate that performance expectancy, effort expectancy, social influence and facilitating conditions are all significant determinants of attitudes toward playing online games through mobiles and following the attitude positively influences behavioural intention. This research also reveals that the experience of playing online games and the experience of web browsing on mobile phones have a moderating effect on the acceptance of playing online games through mobile phones. Finally, management implications and future research are also presented in this research.
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paper_title: Mobile Data Service Demographics in Urban China

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Mobile data service (MDS) is very popular in China due to the country's huge cell phone user base and large mobile communication networks. Replicating the Unified Theory of Acceptance and Use of Technology (UTAUT), this paper explored the moderating effects of personal characteristics on the decision pattern of 3G MDS acceptance. The study applied SEM model comparisons and hierarchical multiple regression procedures to the survey data collected from 1,432 urban participants in China. The results showed that age, experience, and location had strong moderating effects on the MDS acceptance model in urban China. This study also revealed that gender and income exert evident confounding effects over MDS acceptance decisions. Important results and implications were also discussed.
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paper_title: An evaluation of e-banking and m-banking adoption factors and preference in Malaysia: a case study

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This study aims to investigate the factors influencing adoption of electronic banking (e banking) and mobile banking (m-banking) and to identify customer preferences in choosing either e-banking or m-banking when conducting transactions. The findings from 184 customers indicate that perceived usefulness, perceived ease of use, convenience, computer efficacy, device features and security influence the adoption of e-banking. Similar findings are obtained for m-banking adoption, except for mobile phone efficacy and device features. The majority of respondents prefer e-banking to m-banking. The results provide banks with prioritisation of determinants for developing appropriate strategies to encourage the adoption of e-banking and m-banking.
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paper_title: Affective and social determinants of mobile data services adoption

paper_content:

Technology acceptance theories predict user intentions to use services tailored for organisational needs. However, in this paper, we postulate that the aforementioned theories do not apply when investigating intentions towards the use of mobile data services (MDS), as the latter encompasses supplementary characteristics, such as fun and enjoyment, which are not taken into account under available models of user acceptance. The incorporation of the affective dimension is proposed by reintroducing the Triandis theory of human behaviour to the MDS domain. A web-based survey (N = 219) was conducted to investigate our research hypotheses and validate our model of MDS usage intention. Results showed that the MDS usage intention can be predicted by cognitive and affective factors under the lens of social influences. Additionally, the main antecedents of MDS actual use are perceived usefulness, perceived value and intention to use MDS.
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paper_title: Exploring convenience in mobile commerce: Moderating effects of gender

paper_content:

To date, little research has examined gender difference in how convenience is perceived in mobile commerce (m-commerce). The current work presents and tests a theoretical model partially based on Technology Acceptance Model (TAM), and posits a sequential relationship among four primary dimensions: (1) intrinsic attributes of mobile device-portability and interface design; (2) ease of use; (3) extrinsic attributes of mobile device-simultaneity, speed, and searchability; and (4) perceived convenience of m-commerce. We posit that physical attributes of mobile device (portability and interface design) are antecedents of ease of use, which in turn determines three extrinsic attributes (simultaneity, speed, and searchability). The final dependent variable is perceived convenience. Based on prior research on TAM and gender theories, the study proposes 16 hypotheses, of which our data support 12. Our results indicate that the link between interface design and ease of use holds a key to motivate females' use of m-commerce. In closing, implications are discussed while important limitations are recognized along with future research suggestions.
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paper_title: M-learning adoption: A perspective from a developing country

paper_content:

M-learning is the style of learning for the new millennium. Decreases in cost and increases in capabilities of mobile devices have made this medium attractive for the dissemination of knowledge. Mobile engineers, software developers, and educationists represent the supply side of this technology, whereas students represent the demand side. In order to further develop and improve this medium of learning it is imperative to find out students’ perceptions about m-learning adoption. To achieve this objective a survey was conducted among the students of 10 chartered universities operating in the twin cities of Rawalpindi and Islamabad in Pakistan. The results indicate that perceived usefulness, ease of use, and facilitating conditions significantly affect the students’ intention to adopt m-learning, whereas perceived playfulness is found to have less influence. Social influence is found to have a negative impact on adoption of m-learning. The findings of this study are useful in providing guidance to developers and educators for designing m-learning courses specifically in the context of developing countries.
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paper_title: Mobile commerce adoption in China and the United States: a cross-cultural study

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Mobile communication technologies have penetrated consumer markets throughout the world. Mobile commerce is likely to make a strong influence on business activities, consumer behavior, as well as national and global markets. Thus the identification of factors that influence mobile commerce adoption has significant value. In a global context, this study identified nine factors affecting mobile commerce adoption based on published research in MIS. These factors were investigated in China and the United States, and a comparative examination was conducted. A survey was conducted on 190 individual mobile commerce users in China and USA. Results show that there are several significant differences among the antecedents and their impacts on consumer intention to use mobile commerce in the two cultural settings. The study provides a number of practical insights and informs vendors seeking to enter the Chinese and the US marketplace with specific information on user perspectives.
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paper_title: Students' Acceptance of Tablet PCs and Implications for Educational Institutions

paper_content:

This research develops and empirically tests a factor model for understanding college students’ acceptance of Tablet PC (TPC) as a means to forecast, explain, and improve their usage pattern in education. The analysis involved more than 230 students from a regional Midwestern institution. Overall, our model exhibited a good fit with the data and provided satisfactory explanatory power for students’ acceptance of TPC in an educational setting. Analysis of the results suggests a number of implications to educational institutions. Most notably are the need for programs aimed at influencing students’ attitudes and perceptions towards TPC, creating an environment of a positive image surrounding the use of TPC on campus, and facilitating the use of TPC.
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paper_title: Perceived usefulness, perceived ease of use, and user acceptance of information technology

paper_content:

Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.
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paper_title: Quo vadis TAM

paper_content:

The Technology Acceptance model (TAM) is one of the most influential theories in Information Systems. However, despite the model's significant contributions, the intense focus on TAM has diverted researchers’ attention away from other important research issues and has created an illusion of progress in knowledge accumulation. Furthermore, the independent attempts by several researchers to expand TAM in order to adapt it to the constantly changing IT environments has lead to a state of theoretical chaos and confusion in which it is not clear which version of the many iterations of TAM is the commonly accepted one. The present commentary discusses these concerns, speculates on the possible contributions to the current state of affairs, and makes several suggestions to alleviate the problems associated with TAM and to advance IT adoption research to the next stage.
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paper_title: Factors influencing the usage of 3G mobile services in Taiwan

paper_content:

Purpose – The purpose of this study is to analyse factors influencing subscribers' usage of 3G mobile services in Taiwan.Design/methodology/approach – The research model, based on a technology acceptance model (TAM) and added perceived enjoyment, was tested by means of a two‐stage structure equation modelling approach. Data were collected from 532 respondents via a web questionnaire survey.Findings – The findings indicate that perceived usefulness, perceived ease of use and perceived enjoyment are positively related to attitude, and perceived enjoyment has a positive influence on perceived usefulness.Practical implications – The findings suggest users of 3G mobile services need to be provided with more diverse and entertaining ways of communicating, which are at the same time easily accessible and convenient to use.Originality/value – A new correlation from perceived enjoyment to perceived usefulness was found to have a significant effect. This finding indicates enjoyment as a key factor influences custom...
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paper_title: Factors affecting camera mobile phone adoption before e-shopping in the Arab world

paper_content:

Abstract With the seamless inclusion of a camera-mobile phone (CMP) as a regular part of people’s everyday life, businesses have tried to explore their potential as an e-commerce tool. Even without the Internet, CMP is a new technology that is in widespread use in the State of Kuwait. This study reports on the findings of a study exploring the intention to use and acceptance use of CMP prior to retail purchases using the second technology acceptance model (TAM 2) in a collectivism culture where social group affects individual decisions. Based on a sample of 151 users in Kuwait, the study reveals that TAM 2 provides limited results. The intention to use CMP is only determined by subjective norms, ease of use and camera usefulness. Surprisingly, the study results revealed that the contribution of social norms on intention to use is weak and less than that of usefulness. Among external variables (image, job relevancy, output quality, and result demonstrability), only job relevancy exerts an indirect effect on the intention to use via the "usefulness" component of this model.
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paper_title: Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation

paper_content:

This paper reports on the development of an instrument designed to measure the various perceptions that an individual may have of adopting an information technology IT innovation. This instrument is intended to be a tool for the study of the initial adoption and eventual diffusion of IT innovations within organizations. While the adoption of information technologies by individuals and organizations has been an area of substantial research interest since the early days of computerization, research efforts to date have led to mixed and inconclusive outcomes. The lack of a theoretical foundation for such research and inadequate definition and measurement of constructs have been identified as major causes for such outcomes. In a recent study examining the diffusion of new end-user IT, we decided to focus on measuring the potential adopters' perceptions of the technology. Measuring such perceptions has been termed a "classic issue" in the innovation diffusion literature, and a key to integrating the various findings of diffusion research. The perceptions of adopting were initially based on the five characteristics of innovations derived by Rogers 1983 from the diffusion of innovations literature, plus two developed specifically within this study. Of the existing scales for measuring these characteristics, very few had the requisite levels of validity and reliability. For this study, both newly created and existing items were placed in a common pool and subjected to four rounds of sorting by judges to establish which items should be in the various scales. The objective was to verify the convergent and discriminant validity of the scales by examining how the items were sorted into various construct categories. Analysis of inter-judge agreement about item placement identified both bad items as well as weaknesses in some of the constructs' original definitions. These were subsequently redefined. Scales for the resulting constructs were subjected to three separate field tests. Following the final test, the scales all demonstrated acceptable levels of reliability. Their validity was further checked using factor analysis, as well as conducting discriminant analysis comparing responses between adopters and nonadopters of the innovation. The result is a parsimonious, 38-item instrument comprising eight scales which provides a useful tool for the study of the initial adoption and diffusion of innovations. A short, 25 item, version of the instrument is also suggested.
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paper_title: Perceived usefulness, perceived ease of use, and user acceptance of information technology

paper_content:

Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.
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paper_title: Perceived usefulness, perceived ease of use, and user acceptance of information technology

paper_content:

Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.
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paper_title: A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies

paper_content:

The present research develops and tests a theoretical extension of the Technology Acceptance Model (TAM) that explains perceived usefulness and usage intentions in terms of social influence and cognitive instrumental processes. The extended model, referred to as TAM2, was tested using longitudinal data collected regarding four different systems at four organizations ( N = 156), two involving voluntary usage and two involving mandatory usage. Model constructs were measured at three points in time at each organization: preimplementation, one month postimplementation, and three months postimplementation. The extended model was strongly supported for all four organizations at all three points of measurement, accounting for 40%--60% of the variance in usefulness perceptions and 34%--52% of the variance in usage intentions. Both social influence processes (subjective norm, voluntariness, and image) and cognitive instrumental processes (job relevance, output quality, result demonstrability, and perceived ease of use) significantly influenced user acceptance. These findings advance theory and contribute to the foundation for future research aimed at improving our understanding of user adoption behavior.
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paper_title: M-learning adoption: A perspective from a developing country

paper_content:

M-learning is the style of learning for the new millennium. Decreases in cost and increases in capabilities of mobile devices have made this medium attractive for the dissemination of knowledge. Mobile engineers, software developers, and educationists represent the supply side of this technology, whereas students represent the demand side. In order to further develop and improve this medium of learning it is imperative to find out students’ perceptions about m-learning adoption. To achieve this objective a survey was conducted among the students of 10 chartered universities operating in the twin cities of Rawalpindi and Islamabad in Pakistan. The results indicate that perceived usefulness, ease of use, and facilitating conditions significantly affect the students’ intention to adopt m-learning, whereas perceived playfulness is found to have less influence. Social influence is found to have a negative impact on adoption of m-learning. The findings of this study are useful in providing guidance to developers and educators for designing m-learning courses specifically in the context of developing countries.
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paper_title: Personal innovativeness, social influences and adoption of wireless Internet services via mobile technology

paper_content:

Abstract Technology acceptance research has tended to focus on instrumental beliefs such as perceived usefulness and perceived ease of use as drivers of usage intentions, with technology characteristics as major external stimuli. Behavioral sciences and individual psychology, however, suggest that social influences and personal traits such as individual innovativeness are potentially important determinants of adoption as well, and may be a more important element in potential adopters' decisions. This paper models and tests these relationships in non-work settings among several latent constructs such as intention to adopt wireless mobile technology, social influences, and personal innovativeness. Structural equation analysis reveals strong causal relationships between the social influences, personal innovativeness and the perceptual beliefs—usefulness and ease of use, which in turn impact adoption intentions. The paper concludes with some important implications for both theory research and implementation strategies.
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paper_title: Using UTAUT to explore the behavior of 3G mobile communication users

paper_content:

Although Taiwan's 3G services started its operation in 2003, the main profit source for every telecommunication company is still the cheaper fees of airtime minutes. Therefore, this study is directed on how these companies design the marketing tactics closer to the consumers' need under the dual influences of the decreasing individual's contribution and the low utility rate, as well as how to improve customers' willingness to adopt 3G mobile telecommunication services. Unified theory of acceptance and use of technology (UTAUT) is used as the model to carry out expert interviews and consumers' questionnaire investigation. This study found that the factors that significantly influenced the "behavioral intention" include "performance expectancy," "social influence," and "facilitating conditions," while the traditional known "effort expectancy" did not. Moreover, three non-assumed relationships were discovered during the Structural Equation Modeling analysis, which helped to revise the UTAUT model for 3G telecommunication services. The results of this study can be helpful to Taiwan's mobile telecommunication companies to adjust their corporate strategies and tactics for providing customer-oriented 3G services to both existing and potential customers, such that the overall 3G market can be expanded as well as a win-win situation for the 3G industry and their consumers can be achieved.
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paper_title: Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology

paper_content:

This paper extends the unified theory of acceptance and use of technology (UTAUT) to study acceptance and use of technology in a consumer context. Our proposed UTAUT2 incorporates three constructs into UTAUT: hedonic motivation, price value, and habit. Individual differences--namely, age, gender, and experience--are hypothesized to moderate the effects of these constructs on behavioral intention and technology use. Results from a two-stage online survey, with technology use data collected four months after the first survey, of 1,512 mobile Internet consumers supported our model. Compared to UTAUT, the extensions proposed in UTAUT2 produced a substantial improvement in the variance explained in behavioral intention (56 percent to 74 percent) and technology use (40 percent to 52 percent). The theoretical and managerial implications of these results are discussed.
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paper_title: User acceptance of mobile internet based on the Unified Theory of Acceptance and Use of Technology: Investigating the determinants and gender differences

paper_content:

Based on the Unified Theory of Acceptance and Use of Technology Model (UTAUT; Venkatesh, Morris, Davis, & Davis, 2003), the purpose of this study was to investigate the determinants of mobile Internet (m-Internet) acceptance and to understand whether or not there are gender differences in the acceptance of m-Internet. Data collected online from 343 respondents in Taiwan were tested against the research model, using the structural equation modeling approach. The proposed model was mostly supported by the empirical data. The findings of this study provide several crucial implications for m-Internet service practitioners and researchers.
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paper_title: Towards an understanding of the behavioral intention to use 3G mobile value-added services

paper_content:

As profit margins gradually decline, and market competition becomes increasingly intensive, 3G telecom operators must provide various mobile value-added services, as well as traditional voice services, to attract new subscribers and retain old ones. However, for many 3G mobile value-added services, whether ARPU (average revenue per user) can be effectively enhanced depends on the consumer behavioral intentions. Therefore, this study uses the Technology Acceptance Model as the foundation and incorporate personal innovativeness and perceived cost to further understand consumer's behavioral intention to use 3G mobile value-added services. The following conclusions can be reached from the research findings: (1) consumer usage rate of current 3G value-added services remains low; (2) increased personal innovativeness will directly enhance the perceived ease of use of 3G mobile value-added services; (3) the perceived usefulness is enhanced when consumers perceive higher ease of use of value-added services; (4) perceived usefulness has the strongest effect on consumer attitude, followed by perceived ease of use and perceived cost, and (5) the most important factor in increasing consumer's behavioral intention to use 3G mobile value-added services is attitude, followed by perceived ease of use, perceived cost and perceived usefulness. Results of this study provide a valuable reference for service providers to develop mobile value-added services.
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paper_title: Affective and social determinants of mobile data services adoption

paper_content:

Technology acceptance theories predict user intentions to use services tailored for organisational needs. However, in this paper, we postulate that the aforementioned theories do not apply when investigating intentions towards the use of mobile data services (MDS), as the latter encompasses supplementary characteristics, such as fun and enjoyment, which are not taken into account under available models of user acceptance. The incorporation of the affective dimension is proposed by reintroducing the Triandis theory of human behaviour to the MDS domain. A web-based survey (N = 219) was conducted to investigate our research hypotheses and validate our model of MDS usage intention. Results showed that the MDS usage intention can be predicted by cognitive and affective factors under the lens of social influences. Additionally, the main antecedents of MDS actual use are perceived usefulness, perceived value and intention to use MDS.
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paper_title: Factors Affecting Third Generation ( 3 G ) Mobile Service Acceptance : Evidence from Malaysia

paper_content:

This paper aims to examine factors affecting subscribers’ intention towards using 3G mobile service. Cross sectional data were collected from 100 respondents through a survey. Data were then analyzed by means of multiple regression analysis. The findings verified the research hypotheses, and confirmed that Perceived Usefulness, Perceived Ease of Use and Attitude are jointly responsible in determining the subscribers’ intention to use of 3G mobile service. Perceived Usefulness was found as a key factor influences subscribers’ intention to use 3G mobile services. This study was conducted only in Malaysia and does not cover other countries. The findings are only applicable in Malaysia and cannot be generalised for the other countries. Consideration of the factors identified should lead to more successful adoption of 3G. The study implies that the 3G mobile telecommunication companies need to lift consumers’ intention to adopt 3G mobile services. Users’ of 3G mobile services need to be provided with more diverse and entertaining ways of communicating, which are at the same time easily accessible and convenient to use. The paper enhance understanding of user acceptance of 3G mobile communication services.
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paper_title: Value-based Adoption of Mobile Internet: An empirical investigation

paper_content:

This study examines the adoption of Mobile Internet (M-Internet) as a new Information and Communication Technology (ICT) from the value perspective. M-Internet is a fast growing enabling technology for Mobile Commerce. However, despite its phenomenal growth and although M-Internet essentially provides the same services as stationary Internet, its adoption rate in many countries is very low compared to that of stationary Internet. The well-known Technology Adoption Model (TAM) has been used for explaining the adoption of traditional technologies. Most adopters and users of traditional technologies (e.g., spreadsheet, word processor) are employees in an organizational setting who use the technology for work purposes, and the cost of mandatory adoption and usage is borne by the organization. In contrast, adopters and users of M-Internet are individuals who play the dual roles of technology user and service consumer. Most of them adopt and use it for personal purposes, and the cost of voluntary adoption and usage is borne by the individuals. Thus, the adopters of new ICT, especially M-Internet, are also consumers rather than simply technology users. By adopting the theory of consumer choice and decision making from economics and marketing research, this study develops the Value-based Adoption Model (VAM) and explains customers' M-Internet adoption from the value maximization perspective. The findings demonstrate that consumers' perception of the value of M-Internet is a principal determinant of adoption intention, and the other beliefs are mediated through perceived value. The theoretical and practical implications of VAM related to M-Internet are discussed.
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paper_title: An investigation of mobile learning readiness in higher education based on the theory of planned behavior

paper_content:

This study investigated the current state of college students' perceptions toward mobile learning in higher education. Mobile learning is a new form of learning utilizing the unique capabilities of mobile devices. Although mobile devices are ubiquitous on college campuses, student readiness for mobile learning has yet to be fully explored in the United States. The paper describes a conceptual model, based on the theory of planned behavior (TPB), which explains how college students' beliefs influence their intention to adopt mobile devices in their coursework. Structural equation modeling was used to analyze self-report data from 177 college students. The findings showed that the TPB explained college students' acceptance of m-learning reasonably well. More specifically, attitude, subjective norm, and behavioral control positively influenced their intention to adopt mobile learning. The results provide valuable implications for ways to increase college students' acceptance of mobile learning.
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paper_title: An empirical analysis of the adoption of m-learning in Malaysia

paper_content:

This paper empirically examines the factors affecting the adoption of Mobile learning (m-learning) in Malaysia. The six factors examined in this study are perceived ease of use, perceived usefulness, technical feasibility, cost effectiveness, quality of services and cultural aspects. Data were collected from 181 Malaysian users. The hypotheses were analysed using multiple regression analysis. The results show that perceived ease of use, perceived usefulness, quality of services and cultural aspects have significant and positive effects on the adoption of m-learning in Malaysia. Educational institutions that are planning to adopt m-learning will be formulate adoption strategies based on this study's findings.
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paper_title: An investigation of mobile learning readiness in higher education based on the theory of planned behavior

paper_content:

This study investigated the current state of college students' perceptions toward mobile learning in higher education. Mobile learning is a new form of learning utilizing the unique capabilities of mobile devices. Although mobile devices are ubiquitous on college campuses, student readiness for mobile learning has yet to be fully explored in the United States. The paper describes a conceptual model, based on the theory of planned behavior (TPB), which explains how college students' beliefs influence their intention to adopt mobile devices in their coursework. Structural equation modeling was used to analyze self-report data from 177 college students. The findings showed that the TPB explained college students' acceptance of m-learning reasonably well. More specifically, attitude, subjective norm, and behavioral control positively influenced their intention to adopt mobile learning. The results provide valuable implications for ways to increase college students' acceptance of mobile learning.
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paper_title: FACTORS AFFECTING INDIVIDUALS TO ADOPT MOBILE BANKING: EMPIRICAL EVIDENCE FROM THE UTAUT MODEL

paper_content:

ABSTRACT Fast advances in the wireless technology and the intensive penetration of cell phones have motivated banks to spend large budget on building mobile banking systems, but the adoption rate of mobile banking is still underused than expected. Therefore, research to enrich current knowledge about what affects individuals to use mobile banking is required. Consequently, this study employs the Unified Theory of Acceptance and Use of Technology (UTAUT) to investigate what impacts people to adopt mobile banking. Through sampling 441 respondents, this study empirically concluded that individual intention to adopt mobile banking was significantly influenced by social influence, perceived financial cost, performance expectancy, and perceived credibility, in their order of influencing strength. The behavior was considerably affected by individual intention and facilitating conditions. As for moderating effects of gender and age, this study discovered that gender significantly moderated the effects of performance expectancy and perceived financial cost on behavioral intention, and the age considerably moderated the effects of facilitating conditions and perceived self-efficacy on actual adoption behavior. Keywords: mobile banking, UTAUT, wireless commerce, technology adoption 1. Introduction With the recently quick growth in the market of 3G smart mobile phones, the wireless service delivery channel becomes a promising alternative for firms to create commercial opportunities. However, despite many wireless commercial services increase quickly, the use of mobile banking service is much lower than expected [Cruz et al. 2010] and still underused [Huili & Chunfang 2011], and the market of mobile banking still remains very small in comparing to the whole banking transactions [Luarn & Lin 2005; Laukkanen 2007; Yang 2009]. That is, the widespread adoption and large usage of cell phones did not reflect on the adoption and usage of mobile banking, although mobile banking perhaps was the first commercial mobile service [Scornavacca & Hoehle 2007] and first introduced in the early 2000s through short messaging service and wireless access protocol [Dasgupta et al. 2010]. Both Internet banking and mobile banking are often considered as electronic banking [Suoranta & Mattila 2004; Laforet & Li 2005; Laukkanen 2007; Sripalawat et al. 2011], but Internet banking and mobile banking are two alternative channels for banks to deliver their services and for customers to acquire services [Scornavacca & Hoehle 2007]. That is, customers using Internet banking are through computers connected to Internet, while customers using mobile banking are through wireless devices [Riquelme & Rios 2010]. Concerning the difference between online banking and mobile banking contexts, customers considered mobility as the most valued feature of mobile banking [Suoranta & Mattila 2004] and the time-critical consumers considered the always-on functionality as the most important feature of mobile banking [Singh et al. 2010], while banking users considered that Internet banking took significant advantage in Usefulness and Purpose [Natarajan et al. 2010] and online banking was suggested as the cheapest delivery channel [Koenig-Lewis et al. 2010]. Considering the immense penetration of cell phones, Cruz et al. [2010] observed that banks has very large potential to offer mobile banking services to people living in remote villages where only few computers are connected to the Internet. Acknowledging the limitations of Internet banking as opposed to widespread mobile phone penetration, Dasgupta et al. [2011] suggested that the emerging mobile banking may give banks a good commercial opportunity providing their services to rural people who are unable to access the Internet. Hence, Dasgupta et al. [2011] pointed out that main customer segments of mobile and Internet banking were not necessarily the same, which might explain why Sadi et al. …
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paper_title: An extension of technology acceptance model: Analysis of the adoption of mobile data services in China

paper_content:

Mobile data services are entering into all aspects of people's life and are expected to be an important revenue source of telecom carriers. Nevertheless, the acceptance pace of mobile data services is slower than the expected level projected by the telecommunication industry. This research investigated the reason that people use mobile data services in China. Combined with subscribers' experience factors, an extended technology acceptance model (TAM) for mobile data services was presented. The model was tested using data collected from 802 mobile subscribers. The findings of the study indicate that mobile voice service and innovation experience of mobile data services affect subscribers' consumption intention greatly; subscribers' perceived ease-of-use and brand experience influence subscribers' attitude towards mobile data services largely. Promotion of mobile data services is most effective when it is promoted with perfect voice service experience. Additionally, our findings suggest that mobile service carriers need to enhance their investments in mobile data services' R&D. Collaboration among the value chain members of mobile data services will promise cutting-edge new products and services. Using system methodology, a mobile data service infusion system model was constructed to explain the general adoption rules of mobile data services. The adoption of mobile data services in mobile logistics area was also discussed. Copyright © 2009 John Wiley & Sons, Ltd.
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paper_title: Value-based Adoption of Mobile Internet: An empirical investigation

paper_content:

This study examines the adoption of Mobile Internet (M-Internet) as a new Information and Communication Technology (ICT) from the value perspective. M-Internet is a fast growing enabling technology for Mobile Commerce. However, despite its phenomenal growth and although M-Internet essentially provides the same services as stationary Internet, its adoption rate in many countries is very low compared to that of stationary Internet. The well-known Technology Adoption Model (TAM) has been used for explaining the adoption of traditional technologies. Most adopters and users of traditional technologies (e.g., spreadsheet, word processor) are employees in an organizational setting who use the technology for work purposes, and the cost of mandatory adoption and usage is borne by the organization. In contrast, adopters and users of M-Internet are individuals who play the dual roles of technology user and service consumer. Most of them adopt and use it for personal purposes, and the cost of voluntary adoption and usage is borne by the individuals. Thus, the adopters of new ICT, especially M-Internet, are also consumers rather than simply technology users. By adopting the theory of consumer choice and decision making from economics and marketing research, this study develops the Value-based Adoption Model (VAM) and explains customers' M-Internet adoption from the value maximization perspective. The findings demonstrate that consumers' perception of the value of M-Internet is a principal determinant of adoption intention, and the other beliefs are mediated through perceived value. The theoretical and practical implications of VAM related to M-Internet are discussed.
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paper_title: Self-construal's role in mobile TV acceptance: Extension of TAM across cultures

paper_content:

This research investigates the effects of cultural differences (individualism vs. collectivism) on the acceptance of mobile TV by identifying self-construal (independent vs. interdependent) as a possible antecedent of the Technology Acceptance Model (TAM). Surveying 817 university students in Korea and the United States, the study found that TAM is consistently stable across countries, and that individual-level cultural orientation had significant effects on the model as a direct antecedent of TAM. However, the relationships between self-construal and TAM variables were rather mixed. As hypothesized, interdependence was more important for Koreans' subjective norms and perceived usefulness, whereas independence was more important for Americans' subjective norms. Unexpectedly, however, the direction was reversed in the case of perceived ease of use. Moderating effects of country culture appeared also in the relative effects of perceived ease of use and perceived usefulness on attitude. Perceived ease of use was more important for attitude in the US, while perceived usefulness mattered more in Korea. By adding self-construal as an antecedent variable, the study effectively explains how users' individual value orientation shapes TAM. This approach can provide deeper understanding into the adoption of new technology and suggest to marketers better strategies for directly dealing with consumer characteristics in promoting mobile TV technology.
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paper_title: Integrating TTF and UTAUT to explain mobile banking user adoption

paper_content:

Due to its advantages such as ubiquity and immediacy, mobile banking has attracted traditional banks' interests. However, a survey report showed that user adoption of mobile banking was much lower than that of other mobile services. The extant research focuses on explaining user adoption from technology perceptions such as perceived usefulness, perceived ease of use, interactivity, and relative advantage. However, users' adoption is determined not only by their perception of the technology but also by the task technology fit. In other words, even though a technology may be perceived as being advanced, if it does not fit users' task requirements, they may not adopt it. By integrating the task technology fit (TTF) model and the unified theory of acceptance and usage of technology (UTAUT), this research proposes a mobile banking user adoption model. We found that performance expectancy, task technology fit, social influence, and facilitating conditions have significant effects on user adoption. In addition, we also found a significant effect of task technology fit on performance expectancy.
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paper_title: The impact of use context on mobile services acceptance: The case of mobile ticketing

paper_content:

The most important factor in the decision to adopt mobile systems is user perception of their value. However, behavioral theory suggests that context affects user attitude and therefore influences acceptance. We therefore hypothesized that the benefits of mobile systems should be evaluated against users' contextual needs and that reduced dependence on time and place required providing service at any time and place needed by the user. Mental costs or costs of learning to use the system, however, may not be evaluated in the same way, because system use and learning about it are acts with different contexts. Our findings advance knowledge of IT adoption and suggest that we should start to identify the contexts of both the benefits of use and in learning to use the system.
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paper_title: What makes consumers use VoIP over mobile phones? Free riding or consumerization of new service

paper_content:

Consumer acceptance of technological innovations is crucial to marketing strategy and policy development. This study analyzes consumer behaviors in mobile voice over Internet protocol (mVoIP), focusing on the antecedents of consumers' intentions. Using a context-specific extension of the Technology Acceptance Model, mVoIP acceptance was investigated based on the salient belief of perceived usefulness, perceived ease of use, and facilitating factors. The results show that quality factors of mVoIP significantly influence the usefulness and ease of use, which subsequently affect the adoption of the technology. Call and service quality were found to be significant factors, followed by mobility and coverage. The policy and managerial implications of mVoIP are discussed based on the model. In conclusion, this study provides in-depth analysis and heuristic data on the consumer drivers, market dynamics, and policy implication within the mVoIP ecosystem.
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paper_title: Perceived usefulness, perceived ease of use, and user acceptance of information technology

paper_content:

Valid measurement scales for predicting user acceptance of computers are in short supply. Most subjective measures used in practice are unvalidated, and their relationship to system usage is unknown. The present research develops and validates new scales for two specific variables, perceived usefulness and perceived ease of use, which are hypothesized to be fundamental determinants of user acceptance. Definitions of these two variables were used to develop scale items that were pretested for content validity and then tested for reliability and construct validity in two studies involving a total of 152 users and four application programs. The measures were refined and streamlined, resulting in two six-item scales with reliabilities of .98 for usefulness and .94 for ease of use. The scales exhibited hgih convergent, discriminant, and factorial validity. Perceived usefulness was significnatly correlated with both self-reported current usage r = .63, Study 1) and self-predicted future usage r = .85, Study 2). Perceived ease of use was also significantly correlated with current usage r = .45, Study 1) and future usage r = .59, Study 2). In both studies, usefulness had a signficnatly greater correaltion with usage behavior than did ease of use. Regression analyses suggest that perceived ease of use may actually be a causal antecdent to perceived usefulness, as opposed to a parallel, direct determinant of system usage. Implications are drawn for future research on user acceptance.
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Title: Consumer Adoption of Mobile Technologies: A Literature Review

Section 1: Introduction
Description 1: Write about the significance and ubiquity of mobile technologies, advancements in the field, and the necessity of understanding consumer adoption for market and technological growth.

Section 2: Method
Description 2: Describe the approach and steps taken to conduct the literature review, including the search strategy, criteria for inclusion, and methods of data extraction.

Section 3: Strategy for Publication Search
Description 3: Detail the steps taken to search for relevant publications and identify keywords for the literature review on mobile adoption.

Section 4: Criteria for Inclusion
Description 4: Explain the criteria used to select studies for the review, including empirical basis, relevance, sample size, and focus on consumer level.

Section 5: Strategy for Data Extraction
Description 5: Describe the process and tools used to extract and ensure the accuracy of data from the selected publications.

Section 6: Results
Description 6: Present the findings of the literature review, categorizing studies by models and theories used, survey methods, geographic distribution, and significant variables affecting mobile adoption.

Section 7: Theories and Models
Description 7: Discuss the major theories and models employed in the reviewed studies, such as TAM, UTAUT, TPB, and others.

Section 8: Determinants of Perceived Usefulness and Its Effects
Description 8: Elaborate on the perceived usefulness (PU) and its impact on technology adoption, including significant variables and study findings.

Section 9: Determinants of Perceived Ease of Use and Its Effects
Description 9: Discuss the perceived ease of use (PEOU) and its relationships with other variables, including its influence on behavioral intention and attitude.

Section 10: Attitude and Behavioral Intention
Description 10: Explain the role of attitude in determining behavioral intention to use mobile technologies, based on the Theory of Reasoned Action (TRA) and tested paths in reviewed studies.

Section 11: Social Factors
Description 11: Highlight the impact of social influence on mobile technology adoption, detailing significance in various models and studies.

Section 12: Performance Expectance, Effort Expectancy, and Facilitating Conditions
Description 12: Present the constructs of the UTAUT model and their effects on behavioral intention and attitude in the context of mobile adoption.

Section 13: Top Three Areas Studied in Mobile Adoption
Description 13: Identify and discuss the most frequently studied areas in mobile adoption literature, including mobile data services, mobile banking, and mobile learning.

Section 14: Discussion
Description 14: Summarize the findings of the literature review and highlight key patterns and implications of the reviewed studies.

Section 15: Implications for Theory and Practice
Description 15: Suggest practical and theoretical implications drawn from the literature review, emphasizing the significance of constructs, models, and recommendations for mobile technology stakeholders.

Section 16: Future Research Directions
Description 16: Outline suggested future research areas and directions to address gaps identified in the literature review, including construct incorporation, variable relationships, cultural factors, and methodological improvements.

Section 17: Limitations
Description 17: Discuss the limitations of the current review, including scope of literature covered, focus on consumer adoption, and exclusion of organizational and post-adoption studies.