한국경영정보학회:학술대회논문집
- 2007.06a
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- Pages.521-526
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- 2007
Inexperience and Experience with Mobile Data Services;Extended TAM
- Kim, Byoung-Soo (Graduate School of Management, Korea Advanced Institute of Science and Technology) ;
- Choi, Minn-Seok (Graduate School of Management, Korea Advanced Institute of Science and Technology) ;
- Han, In-Goo (Graduate School of Management, Korea Advanced Institute of Science and Technology)
- Published : 2007.06.01
Abstract
This study proposed an expanded technology acceptance model (TAM) incorporating perceived fee (PFE) and perceived enjoyment into the original TAM We examined that the extended TAM provides supplementary information about behavior intentions (BI) toward mobile data services (MDS). This study also investigated some significant differences in the relative influence of the determinants of BI toward MDS depending on experience. The extended TAM was empirically evaluated by using survey data collected from 149 inexperienced users and 393 experienced users. The findings indicated that PFE is the strongest determinant of BI toward MDS, and the antecedents leading to users' BI vary over time. The results may provide further insights into MDS practitioners and marketing managers.
Keywords
- Mobile data services;
- Technology acceptance model;
- Technology acceptance;
- Technology continuance;
- User Experience