Influence of individual characteristics, perceived usefulness and ease of use on mobile entertainment adoption

Lai Ying Leong, Keng Boon Ooi, Alain Yee Loong Chong, Binshan Lin

Research output: Journal PublicationArticlepeer-review

61 Citations (Scopus)

Abstract

This study aims at empirically investigating the influence of individual characteristics, Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) on the Consumer Intention to Use (CIU) mobile entertainment (m-entertainment/ME) in Malaysia. This study employs the Technology Acceptance Model (TAM) in the context of m-entertainment (ME) by incorporating individual characteristics with TAM to provide better understanding and insights about the adoption of ME among Malaysians. The findings revealed that PU, PEOU, academic qualification and past adoption behaviour as factors that influence Malaysian ME adoption. This study contributed to better understanding and insights regarding factors that influence ME adoption. This study has successfully incorporated individual characteristics with the TAM. The enhanced model offers a greater understanding of user acceptance of ME in Malaysia.

Original languageEnglish
Pages (from-to)359-382
Number of pages24
JournalInternational Journal of Mobile Communications
Volume9
Issue number4
DOIs
Publication statusPublished - Jul 2011
Externally publishedYes

Keywords

  • Adoption
  • Consumer behaviour
  • Individual characteristics
  • Malaysia
  • Mobile communications
  • Mobile entertainment

ASJC Scopus subject areas

  • Computer Science Applications
  • Computer Networks and Communications
  • Electrical and Electronic Engineering

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