A comparison of adoption models for new mobile media services between high- and low-motive groups. (1st September 2010)

• Record Type: Journal Article
• Authors: Lee, Jong Hyuk; Kim, Joon Ho; Hong, Jin Hwan
• Is Part Of: International journal of mobile communications. Volume 8:Number 5(2010)
• Page Start: 487
• Page End: 506
• Publication Date: 2010-09-01
• Subjects: mobile communications -- adoption models -- theory of planned behaviour -- TPB -- uses and gratification theory -- motivation -- mobile media -- mobile services -- m-services -- Korea -- structural equation modelling -- subjective norms -- perceived behavioural control; Mobile communication systems -- Periodicals; Wireless communication systems -- Periodicals; 384.53
• Languages: English
• ISSNs: 1470-949X

Abstract

This study aimed to explore what factors influence mobile media users' adoption of new services and whether the adoption models differ depending on users' motives to use mobile media. The decomposed Theory of Planned Behaviour (TPB) and uses and gratifications theory were used as theoretical frameworks. Methodologically, an online survey was conducted with 400 Korean mobile users and structural equation modelling was employed. As a result, the proposed model explained well users' adoption intention for new mobile services. Especially, high- and low-motive groups showed significant differences in terms of the influence of subjective norms and Perceived Behavioural Control (PBC).