李琪 教授 西安交通大学 End-users Adoption of Multimedia Message Service Yanya Ruan Xi’an Jiaotong University

李琪 教授 西安交通大学 Abstract With the rapid development of mobile internet recent years, multimedia message service, one of the main applications of mobile internet has become one popular communication way in our daily life. Which factors would affect the end-users adoption of MMS? And is there any difference between man or female when making the decision of MMS use? Is age a moderator of MMS use decision ? This study applies an extended TAM,which adding compatibility, perceived enjoyment, image and cost as other key constructs to examine the influence factors. In addition, gender and age are used as moderator variables in the model to test whether there is any difference between difference groups.

李琪 教授 西安交通大学 Introduction MMS has become one of the main communication in our daily life. The users number is increase rapidly(27.3% increase in China in 2009) and the market is still huge. In the competitive market, it’s more and more important for MMS providers to understand their target customers’ need.And they can provide better services to the customers. So, it’s necessary to study the influence factors of the MMS end- users’ intention to use.

李琪 教授 西安交通大学 Literature review In ICT, adoption researchers typically describe and explain the adoption decision of individual end users applying cognitive and social theories of decision making. Three models stand out as the most widely applied -TAM,the technology acceptance model,including perceived ease of use and perceived usefulness. -TRA the theory of reasoned action. A model predicts behavioral intention(attitude toward to behavior and subjective norm). -TPB. the theory of planned behavior. It is added another factor, perceived behavioral control to the TRA.

李琪 教授 西安交通大学 Literature review Some of the related papers about mobile service study based on extended TAM: Margherita Pagani (2004) added the price and enjoyment to the TAM, and The results show that perceived usefulness, ease of use, price, and speed of use are the most important determinants of adoption of multimedia mobile services. Per E. Pedersen(2007) extend the TAM with subjective norm and behavioral control into a decomposed TPB(subjective norm and behavioral control). Imsook Ha etc(2007) extended TAM to include an emotion variable and measured the moderating effects of gender, age, and prior experience to examine mobile game adoption. The results revealed that the effect of perceived enjoyment was very important,and age can be key moderator of game acceptance.

李琪 教授 西安交通大学 Model

李琪 教授 西安交通大学 Future Research Data collection and empirical analysis. Results. Discussion and implications. Conclusion.

李琪 教授 西安交通大学 Thank you!