Integrating TTF and UTAUT to explain mobile banking user adoption

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.     

Determinants of adoption of mobile games under mobile broadband wireless access environment

Rapid advancements in technology and changes in cost have made the game industry a profitable area. Recently, Mobile Broadband Wireless Access technology-based (MBWA) games have been introduced into the marketplace. They are superior to current mobile games in terms of transmission speed and price and to older online games that have limited mobility. Since MBWA technologies, such as High Speed Downlink Packet Access (HSDPA), Wireless Broadband (WiBro), and Worldwide Interoperability for Microwave Access (WiMAX) have been developed, customers can enjoy games whenever and wherever they like. We decided to analyze the factors that influence potential users’ adoption of MBWA games using an extension of TAM. Most previous game-related studies lack a comprehensive approach to both technological and psychological aspects of game adoption and do not reflect a variety of consumer preferences. We therefore extended TAM to include an emotion variable and measured the moderating effects of gender, age, and prior experience on game adoption. Overall, the results revealed that the effect of perceived enjoyment was very important but that usefulness did not influence an individual's attitude. In addition, we also find that age can be key moderator of game acceptance.     

Design aesthetics leading to m-loyalty in mobile commerce

Researchers have previously examined the technology acceptance model (TAM) in many contexts, including the Internet. More recently TAM has been enhanced to include a hedonic component of enjoyment but the effect has rarely been investigated in a mobile commerce context. In addition, specific antecedents of TAM related to design aesthetics have not been examined within the mobile domain. Our research filled these gaps, and discovered that visual design aesthetics did significantly impact perceived usefulness, ease of use, and enjoyment, all of which ultimately influenced users’ loyalty intentions towards a mobile service.     

Determinants of accepting wireless mobile data services in China

Data services via wireless networks and mobile devices have experienced rapid growth worldwide. We investigated the factors influencing adoption of wireless mobile data services (WMDS) in China and tested our model for explaining adoption intentions there. We argued that individuals form their intention to adopt WMDS under the influence of wireless mobile technology, the social environment, personal innovativeness of IT, trust awareness, and the facilitating conditions. We examined the simultaneous effects of these five influences on beliefs in the context of wireless Internet data services via mobile phones. Survey data were collected from 1432 participants in several metro cities across China. The findings suggest that WMDS adoption intention in China is determined by consumers’ perceived usefulness and perceived ease of use of WMDS. Theoretical and practical implications are included in our paper.     

Does Context Matter? The Impact of Use Context on Mobile Internet Adoption

Consumers' perceived value plays a dominant role in determining the adoption of mobile technologies. However, behavior literature suggests that consumer value is context dependent. The current study attempts to understand the effects of use context on consumers' perceived value and adoption of mobile Internet. An adoption model that reflects the unique use context and the utilitarian values (perceived usefulness and perceived mobility) and hedonic values (perceived enjoyment and concentration) of mobile Internet was developed and empirically tested against data collected from 507 mobile Internet users in China. Structural equation analysis results indicate that consumers' values perceptions and adoption decisions are context dependent. The use context fully mediates the effects of utilitarian values and partially mediates the relationship between hedonic values and intention to use mobile Internet. Theoretical and practical implications of the findings are discussed.     

Influence of Different Types of Vibrations on Technical Acceptance of a Mobile Game Aiming for Hedonic Satisfaction

Rapid increases in the smartphone gaming industry have made in-game usability increasingly important. However, industrial usability is still focused on performance although high performance is not necessarily a goal in actual games. Mobile gamers largely want to increase their hedonic satisfaction. So already established usability guidelines can fail in mobile gaming. Focusing on vibrations as a haptic feedback, this study analyzed the influences of intensity and length of vibrations on user perceptions based on the technology acceptance model aiming for hedonic satisfaction when mobile gaming. A smartphone game was modified to generate seven types of vibrations for a human factors experiment with 70 subjects and administered a questionnaire to measure their perceptions of the game influenced by the vibrations. The results show that including vibrations significantly increases the perceived ease of use, perceived usefulness, and cognitive concentration in the game. The stronger vibration intensity significantly improves user perceptions of the usefulness and cognitive concentration, whereas the length of vibration is not a critical factor as long as vibrations exist.     

The impact of use context on mobile services acceptance: The case of mobile ticketing

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.     

Modeling the stimulators of the behavioral intention to use mobile entertainment: Does gender really matter?

This research aims to empirically examine the stimulators that influence consumers’ behavioral intention to use (IU) mobile entertainment (ME) in Malaysia. The proposed stimulators are perceived usefulness (PU), perceived ease of use (PEOU), social influence (SI), perceived self-efficacy (PSE) and perceived enjoyment (PE). PU and PEOU were derived from TAM, SI was taken from the TRA, TPB and DOI model, PE was obtained from the extended-TAM model and PSE was taken from Bandura’s theory. This is among the first study that uses a model consisting of integrated constructs from TAM, extended-TAM, TRA, TPB, DOI and Bandura’s theory in predicting acceptance of ME. Empirical data were analyzed by employing Structural Equation Modeling (SEM) analysis. Gender moderating effect was examined via multiple group analysis (MGA). The findings revealed that PU, PEOU, SI and PE are positively associated with consumer IU of ME. Surprisingly, there were no significant moderating effects of gender. The control variables (i.e. age, marital status, education level, number of mobile phone and experience) were found to have no confounding effects on the ME adoption. The findings have contributed theoretical and managerial implications to ME providers, mobile phone manufacturers, the music, movie and gaming industry players.     

Determinants of users’ intention to adopt wireless technology: An empirical study by integrating TTF with TAM

This paper reported the results of a survey study and provided evidences of empirically testing a model that integrates both technology acceptance model (TAM) and task-technology fit (TTF) model in understanding the determinants of users’ intention to use wireless technology in organizations. Questionnaires were distributed to organizations that bring mobile commerce into practice through the wireless handheld devices. The results indicated that both technology acceptance model and task-technology fit model are robust models by themselves. First, both perceived usefulness and ease of use significantly influence users’ behavior intention to utilize wireless technology. Perceived ease of use has significant effect on perceived usefulness. Second, characteristics of technology and task significantly predict the fit between these two constructs. Significant effect of characteristics of technology on perceived ease of use and usefulness were observed. Finally, significant relationships between TAM and TTF model were also observed. Task-technology fit is a significant direct predictor of technology adoption intention. Overall, users’ intention to adopt wireless technology in organizations was determined directly by fit between characteristics of task and technology as well as users’ perceived ease of use and usefulness.     

Capturing Global Youth: Mobile Gaming in the U.S., Spain,and the Czech Republic

We adapt the technology acceptance model (TAM) to examine the factors influencing mobile gaming adoption among “global youth.” Our model replaces usefulness with convenience, incorporating visual appeal and escapism as antecedents of fun, and perceived novelty and economic value as antecedents of convenience. Questionnaire surveys were conducted in the U.S., Spain, and the Czech Republic, producing 432 usable responses. In the structural model assessment with the pooled sample, convenience exercises greater effects on attitude toward mobile games than fun, suggesting that the most important driver is probably the capability of being used flexibly at any time and in any place, rather than mere enjoyment. Tests of latent means suggest that most dimensions are perceived more strongly in the Czech Republic.     

The perceptions towards mobile services: an empirical analysis of the role of use facilitators

The adoption patterns for new technology such as mobile services are essential to understand for developing them further. Hence, it is important to study how willing people are to try new mobile services and do variables, which facilitate the use of the services have an effect on the consumers’ perceptions of the services and their adoption readiness. This study analyses how the familiarity of mobile devices, the time the services are initially used and users’ technology skills affect the initial mobile service usage experience and the likelihood of continuous usage. The results show that the duration of the use does not effect consumers’ perceptions about mobile services, but familiarity of the device and user skills have an impact on the perceptions of the services.     

Web-enabled wireless technology: an exploratory study of adoption and continued use intentions

This study builds upon previous research by comparing and contrasting the decision to adopt wireless technologies with the decision to continue to use wireless technologies. In the context of web-enabled cell phones, we propose, test and compare the predictive ability of two value-based models using a multi-group analysis. The findings suggest that regardless of whether an individual was choosing to adopt or continue to use a web-enabled cell phone, perceived usefulness, enjoyment and perceived fee influenced perceived value. In turn, perceived value influenced the adoption or continued use decision. Technicality had a significant negative effect on perceived value in the context of continued use, but not for adoption. Our results also suggested a shift in the importance of benefits in the formation of perceived value; perceived usefulness played a greater role for adopters, while enjoyment played a better role for continued users. Lastly, our results indicated that uncertainty avoidance did not mediate the relationship between perceived value and intention in either the continued use or adoption contexts, while habit was significant in its mediation of the relationship between perceived value and continued use intention. Collectively, habit and perceived value explained 71% of the variation in continued use intention.     

Understanding the behavior of mobile data services consumers

Due to rapid advances in the Internet and wireless technologies, a ubiquitous computing world is becoming a reality in the form of mobile computing. At the center of this phenomenon is mobile data services which arise from the convergence of advanced mobile communication technologies with data services. Despite the rapid growth in mobile data services, research into consumers’ usage behavior is scarce. This study attempts to identify and empirically assess the factors that drive consumers’ acceptance of mobile data services. A research model based on the decomposed theory of planned behavior and incorporating factors that represent personal needs and motivations in using mobile data services is presented. The model is tested via an online survey of 811 consumers of four categories of mobile data services (i.e., communications, information content, entertainment, and commercial transactions) associated with different usage contexts. We found that attitude, social influence, media influence, perceived mobility, and perceived monetary value influence consumers’ intention to continue usage of mobile data services. In addition, perceived ease of use, perceived usefulness, and perceived enjoyment influence attitude toward continued usage of mobile data services. Finally, separate analysis of the different categories of mobile data services highlights the influence of individual usage context on consumers’ behavior.

A confidence-based framework for business to consumer (B2C) mobile commerce adoption

The Technology Acceptance Model (TAM) has been considered to be fundamental in determining the acceptance of new technology in the past decades. The two beliefs, ease of use and usefulness, in the model may not, however, fully explain the consumers’ behavior in an emerging environment, such as mobile commerce (m-commerce). This paper aims to develop a framework for m-commerce adoption in consumer decision-making processes. In this paper TAM has been adopted and extended to analyze successful m-commerce adoption. The key elements of the proposed confidence-based framework for B2C m-commerce adoption include psychological and behavioral factors. Psychological factors include history-based confidence, institution-based confidence and personality-based confidence. Behavioral factors include perceived ease of use and perceived usefulness of the mobile application and technology.     

Consumer adoption of mobile TV: Examining psychological flow and media content

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.     

Towards an understanding of the consumer acceptance of mobile wallet

This study seeks to validate a comprehensive model of consumer acceptance in the context of mobile payment. It uses the unified theory of acceptance and use of technology (UTAUT) model with constructs of security, trust, social influence, and self-efficacy. Structural equation modeling is used to construct a predictive model of attitudes toward the mobile wallet. Individuals’ responses to questions about attitude and intention to adopt/use a mobile wallet were collected and analyzed with various factors modified from UTAUT. While the model confirms the classical role of technology acceptance factors (i.e., perceived usefulness and ease of use are key antecedents to users’ attitude), the results also show that users’ attitudes and intentions are influenced by perceived security and trust. In the extended model, the moderating effects of demographics on the relations among the variables were found to be significant. The proposed model brings together extant research on mobile payment and provides an important cluster of antecedents to eventual technology acceptance via constructs of behavioral intention to use and actual system usage.     

Examining mobile instant messaging user loyalty from the perspectives of network externalities and flow experience

Due to the intense competition and low switching cost, building user loyalty is critical for mobile instant messaging (IM) service providers. Integrating both perspectives of network externalities and flow experience, this research identified the factors affecting mobile IM user loyalty. Network externalities include referent network size and perceived complementarity. Flow experience includes perceived enjoyment and attention focus. We conducted data analysis with structural equation modeling (SEM). The results show that both network externalities and flow experience significantly affect perceived usefulness and satisfaction, further determining user loyalty. Thus mobile service providers need to improve their IM platforms, and deliver positive network externalities and good usage experience to users. Then they can facilitate users’ loyalty.     

Discovering determinants of users perception of mobile device functionality fit

In recent years, there has been an explosive growth in the use of mobile devices. The ubiquitous and multifunctional nature of these devices with internet connectivity and personalization features make them a unique context to investigate what factors shape mobile users perception of their mobile device functionality fit with their needs. In order to answer this question, we proposed a research model in which we introduced multifunctional use and perceived device-functionality fit as two new constructs. The results of our study show that a significant portion of individuals’ perceived device-functionality fit can be explained by their perceived enjoyment, perceived ease of use, perceived usefulness, and symbolic value of the device. In terms of the theoretical contribution, our research suggests revamping the concept of device-functionality fit when it comes to mobile devices by accounting for both hedonic and utilitarian aspects of mobile devices. In terms of practical implications, our study highlights the importance of the social image that mobile devices create in the society for their users as well as the importance of look-and-feel aspects of mobile devices in shaping users perception of fit between functionalities of their mobile devices and their needs.     

Understanding the adoption of mobile innovation in China

China has already become the largest mobile communication market in the world. Yet research into what factors drive Chinese consumers adoption of mobile innovation is limited. This study makes efforts to investigate Chinese consumers’ intentions to adopt mobile innovation, with consideration of their cultural characteristics. Face, a core concept in Chinese cultural values is introduced and its effects on innovation adoption are firstly tested. The study develops and empirically tests a theoretical model incorporated four sets of adoption factors representing general perceptions and perceived social outcomes from using mobile innovation, social influences and perceived barriers. The findings indentify utilitarian perception, hedonic perception, face gains, face loss avoidance, interpersonal influence, cost and quality concern as influential factors affecting adoption intention in Chinese context. This study also provides theoretical and practical implications for academics and practitioners.     

Exploring factors affecting Chinese consumers' usage of short message service for personal communication

Abstract. Short message service (SMS) is very popular in China. While many reports indicate that the SMS market has great potential, little is known about why people adopt SMS. This study uses the technology acceptance model and network externalities to examine the factors influencing the adoption of SMS for personal communication in China. Using data collected from 262 mobile phone users, we find that perceived usefulness, perceived enjoyment and perceived service cost affect SMS use. Perceived network externalities also contribute to higher perceived usefulness and perceived ease of use and affect SMS adoption. The results provide insight to SMS marketing strategies.