Technologies

Economy 4 consummers

Applications

Prod/Services 2 network operators Regulations 1 networked element providers 3 platform, content & applications providers

Policies

Attitude towards act or behavior Behavioral intention Subjective norm Behavior

Attitude toward act or behavior

Subjective norm

Behavioral intention

Behavior

Perceived behavioral control

Perceived usefulness Behavioral intention to use Perceived ease of use Actual system use

Early majority (34%) Early adopters (13.5%) Innovators (2.5%)

Late majority (34%) Laggards (16%)

Technical compatibility

Technical complexity (ease of use)

Relative advantage (perceived need)

IS implementation success (adoption, infusion)

Performance expectancy

Effort expectancy Behavioral intention Social influence

Use behavior

Facilitating conditions

Gender

Age

Experience

Voluntariness of use

Knowledge Compatibility Behavioral control Image Personal innovativeness Perceived enjoyment

User predisposition

Gender/Age

Perceived usefulness

Perceived ease of use

Attitude

Behavioral intention

Interpersonal influence External influence

Social influence

Promotion Perceived security Perceived privacy

Facilitating conditions

Attitudinal beliefs Perceived enjoyment
***

Perceived ease of use
*** ***

Perceived usefulness

Attitude Normative beliefs
***

Social influence
***

***

Intention to continue using mobile media service

Media influence
*** ***

Perceived behavioral control Perceived monetary value

Perceived mobility

Brand experience

Innovation

Voice service

*

* *

*

TAM

Perceived usefulness
* * *

Attitude

*

Behavioral intention to use

Perceived ease of use
* * *

Flow experience

Compatibility

Cost

Perceived risk

**

**

*

**

Perceived usefulness
**

**

Behavioral intention to use

**

Actual system use

n.s.

Perceived ease of use

Perceived usefulness
* *** ***

Design aesthetics

*

Perceived ease of use

Loyalty

* *** ***

Perceived enjoyment

Technology context Perceived usefulness
***/**

Perceived ease of use
***/ */

Perceived user resource

Intention to use

/***

**/

***/***

Social norm

Perceived critical mass Social context

Social emotion

Perceived ease of use
* *

Perceived critical mass
*

* *

Intention to use groupware
*

Perceived usefulness

Content
** ** **

Perceived usefulness
** n.s. ** *

Cognitive concentration

Intention to use mobile TV

Perceived ease of use

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