Asia pacific journal of information systems

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지

Factors Influencing Mobile Internet Service Acceptance: Extension of Technology Acceptance Model Using The Flow Theory

무선인터넷서비스 수용의 영향요인 분석: 플로우이론을 가미한 기술수용모델의 확장

  • 장정무 (성균관대학교 대학원 경영학부) ;
  • 김종욱 (성균관대학교 경영학부) ;
  • 김태웅 (성균관대학교 경영학부)
  • Published : 2004.09.30
Download PDF
⟨ Previous Next ⟩

Abstract

The current study investigates major factors which influence the acceptance of mobile internet services based on the theoretical backgrounds of the technology acceptance model(TAM) and the flow theory. This research extended the Davis' TAM model(1989) by including the flow concept as another major factor towards the intention to use the mobile device in order to explain the acceptance of divers mobile services. According to the marketing studies(Ghani & Desphande, 1994; Novak, Hoffman & Yung, 2000), flow is regarded a psychological state in which one is absorbed in something he or she is doing, and is known to be widely adopted in explaining one's acceptance in the area of game, sports, and even hobby. This study developed a research model to explain the use of mobile services employing usefulness, ease of use and flow as major research variables, and collected 221 survey responses from the high school students who had experiences with such mobile services as game and audio file download. The results of the current research indicates that usefulness and flow influence the intension to use mobile services, but the effect of ease of use did not appear significant to the intention to use. It was also found that flow affects both usefulness and ease of use, and then ease of use next influences usefulness.

Keywords

References

  1. 2002 한국인터넷백서, 한국전산원，2002
  2. 2003 한국인터넷백서, 한국전산원，2003
  3. 두정완，'Flow 개념과 인터넷 상의 소비자 구매의도와의 관계 및 Flow 유형에 따른 구매행동 차이 분석,' 경양학연구, 제32권 제1호，2003, pp. 87-118
  4. 이제홍, '무선인터넷을 활용한 M-Commerce 성공전략과 활성화 방안' 한국창업정보학회지, 제4권, 제1호，2001
  5. 이상무, '무선인터넷기반의 Mobile Commerce 활성화 정책방향,' 한국전자거래학 회지，제7권, 제3호，2002
  6. 한상린，박천교, 'Flow 개념을 이용한 인터넷 환경에서의 소비자 구매 의도 결정 요인분석,' 마케팅연구, 제15권, 제1호，2000，pp. 187-204
  7. 한국인터넷정보센터 (KRNlC)，'2002년 무선 인터넷 이용현황 및 실태조사,' 2002
  8. Agarwal, R. and Prasad, J., 'Are Individual Differences Germane to the Acceptance of New Information Technologies?,' Decision Sciences, Vol. 30, No.2, 1999, pp. 361-391 https://doi.org/10.1111/j.1540-5915.1999.tb01614.x
  9. Agarwal, R. and Karahanna, E., 'Time Flies When You're Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage,' MIS Quarterly，Vol. 24, No. 4, 2000, pp. 665-694 https://doi.org/10.2307/3250951
  10. Ajzen, I. and Fishbein, M., Belief, Attitude, Intention and Behavior: An Introduction theory and Research, Addison-Wesley, 1975
  11. Ajzen, I. and Fishbein, M., Understanding the Attitudes and Predicting Social Behavior, Englewood Cliffs, New Jersey, Prentice Hall Int 1980
  12. Ajzen, I., The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50, 1991, pp. 179-211 https://doi.org/10.1016/0749-5978(91)90020-T
  13. Anderson, J.C. and Gerbing, D.W., 'The Effect of Sampling Error on Convergence, Improper Solution, and Goodness-of-Fit Indices for Maximum Likelihood Confirmatory Factor Analysis,' Psychometrika, 49, 1984, pp. 155-173 https://doi.org/10.1007/BF02294170
  14. Anderson, J.C. and Gerbing, D.W., 'Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach,' Psychological Bulletin, 103, 1988, pp. 411-423 https://doi.org/10.1037/0033-2909.103.3.411
  15. Carmines, E. and J., McIver, 'Analysing Models with Unabserved Variables: Analysis of Covariance Structures, ' In G. Bohrnstedt and E. Borgatta(eds.), Social Measurerment: Current Issues, Beverly Hills, Calif.: Sege, 1981
  16. Chin-Lung Hsu and Hsi-Peng Lu, 'Why do people play on-line games? An extended TAM with social influences and flow experience,' Information and management, August 2003
  17. Compeau, D.R. and Higgins，C.A., 'Application of Social Cognitive Theory to Training for Computer Skills,' Information Systems Research, Vol. 6, No. 2, 1995, pp. 118-143 https://doi.org/10.1287/isre.6.2.118
  18. Compeau, D.R. and Higgins，C.A., 'Computer Self-efficacy: Development of a Measure and Initial Test,' MIS Quarterly, Vol. 19, No. 2, 1995, pp. 189-211 https://doi.org/10.2307/249688
  19. Csikszentmihalyi, M., Beyond boredom and anxiety 1st edition，San Francisco,. CA, Jossey Bass, 1975
  20. Csikszentmihalyi, M., Beyond Boredom and Anxiety, second printing, San Francisco, CA, Jossey-Bass, 1977
  21. Csikszentmihalyi, M. and Csikszentmihalyi, I., 'Introduction to Part IV,' in Optimal Experience: Psychological Studies of Flow in Consciousness, Mihaly Csikszentmihalyi and Isabella Selega Csikszentmihalyi，eds., Cambridge, Cambridge University Press, 1988
  22. Csikszentmihalyi, M., Flow: The Psychology of Optimal Experience, New York, Harper and Row, 1990
  23. Csikszentmihalyi, M., Finding Flow: The Psychology of Engagement With Everyday Life，Basic Books, New York, 1997
  24. Davis, F.D., 'Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology,' Mis Quarterly, Vol. 13, No. 3, 1989, pp. 319-340 https://doi.org/10.2307/249008
  25. Davis, F.D., Bagozzi, R.P. and Warshaw, P.R. 'User Acceptance of Computer Technology: A Comparison of Two Theoretical Models,' Management Science, Vol. 35, 1989, pp. 982-1003 https://doi.org/10.1287/mnsc.35.8.982
  26. Davis, F.D., Bagozzi, R.P. and Warshaw, P.R., 'Extrinsic and Intrinsic Motivation to Use Computers in the Workplace,' Journal of Applied Social Science Vol. 35, No. 8, July 1992, pp. 1111-1132
  27. Devaraj，S., Fan M. and Kohli R., 'Antecedent of B2C Channel 'Satisfaction and Preference: Validating e-Commerce Metrics,' Information Systems Research，Vol. 13, No. 3, September 2002, pp. 316-333 https://doi.org/10.1287/isre.13.3.316.77
  28. Dishaw, M.T. and Strong, D.M., 'Extending the Technology Acceptance Model with Task-technology Fit Constructs,' lnformation and Management, Vol. 36, 1999, pp. 9-21 https://doi.org/10.1016/S0378-7206(98)00101-3
  29. Ellis, G.D., Voelkl, J.E. and Morris, C., 'Measurement and Analysis Issues with Explanation of Variance in Daily Experience Using the Flow Model,' Journal of Leisure Research, Vol. 26, No. 4, 1994, pp. 337-356
  30. Fishbein, M., 'An Investigation of the Relationships Between Beliefs about an Object and the Attitude toward That Object,' Human Relations, Vol. 16, No. 3, 1963, pp. 233-240 https://doi.org/10.1177/001872676301600302
  31. Fornell, C. and D.F., Lacker, 'Evaluating Structural Equation Model with Unobservable Variables and Measurement Err'or, ' Journal of Marketing Research, 18, February 1981, pp. 39-50 https://doi.org/10.2307/3151312
  32. Fomell, C. and Yi, Y., 'Assumption of the Two-Step Approach to Latent Variable Modeling,' Sociological Methods and Research, 20, 1992, pp. 291-320 https://doi.org/10.1177/0049124192020003001
  33. Gefen, D. and Straub, D.W., 'Gender Differences in the Perception and Use of E-Mail: An Extension to the Technology Acceptance Model,' MIS Quarterly, Vol. 21, No. 4, 1997, pp. 389-400 https://doi.org/10.2307/249720
  34. Ghani, J.A., Supnick, R. and Rooney, P., 'The Experience of Flow in Computer Mediated and in Face-to-Face Groups,' Proceedings of the Twelfth International Conference on Information Systems, DeGross, J.I, I. Benbasat, G. DeSanctis, and C.M. Beath, Ed., New York, New York, December 1991, pp. 16-18
  35. Ghani, J.A. and Deshpande, S.P., 'Task Characteristics and the Experience of Optimal Flow in Human-Computer Interaction,' The Journal of Psychology, Vol. 128, No. 4, 1994, pp. 381-391
  36. Hair, J.F., Jr., R.E. Anderson, R.L. Tatham and W.C. Black, Multivariate Data Analysis 9ed., Prentice Hall, 1998
  37. Hoelter, J.W., 'The Analysis of Covariance Structures: Goodness-of-Fit Indices,' Sociological Methods and Research, 11, 1983, pp. 325-344 https://doi.org/10.1177/0049124183011003003
  38. Igbaria, M., Zinatelli, N., Cragg, P. and Cavaye, A.L.M., 'Personal Computing Acceptance Factors in Small Fimts: A Structural Equation Model,' MIS Quarterly，Vol. 21, No. 3, 1997, pp. 279-305 https://doi.org/10.2307/249498
  39. Jackson, C.M., Chow, S. and Leitch, R.A., Towards an Understanding of the Behavioral Intention to Use an Information System,' Decision Sciences, Vol. 28, No. 2, 1997, pp. 357-389 https://doi.org/10.1111/j.1540-5915.1997.tb01315.x
  40. Joreskog, K.G., 'A General Method for Analysis of Covariance Structures,' Biometrika, 57, 1970, pp. 239-251
  41. Joreskog, K.G. and D., Sorbom, LISREL 8: Structural Equation Modeling with the SIMPLIS Command Language, Mooresville, Ill.: Scientific Software, 1993
  42. Koufaris, M., 'Applying the Technology Acceptance Model and Flow Theory to Online Customer Behavior,' Information Systems Research, Vol. 13, No. 2, 2002, pp. 205-223 https://doi.org/10.1287/isre.13.2.205.83
  43. LeFevre, J., 'Flow and the Quality of Experience During Work and Leisure,' In M. Csikszentmihalyi and I. Ciszentmihalyi (Eds.), Optimal Experience: Psychological Studies of Flow in Consciousness, New York, Cambridge University Press, 1988
  44. Lutz, R.J. and Guiry, M., 'Intense Consumption Experiences: Peaks, Performances, and Flows,' Winter Marketing Educators Conference, St' Petersburg, FL, February, 1994
  45. Mannell, R.C, Zuzanek, J. and Larson，R., 'Leisure States and Flow Experiences: Testing Perceived Freedom and Intrinsic Motivation Hypotheses,' Journal of Leisure Research, Vol. 20, No. 4, 1988, pp. 289-30
  46. Marr, A.J., 'The Flow Experience: Or What Occurs When Bad Science Happens to Good Observations,' Wrking paper, 1998
  47. Ng, H., Pan, Y. and T. Wilson,' Business use of the world wide web: a report on further investigations,' International journal of Information Management, Vol. 18, No. 5, 1998, pp. 291-314 https://doi.org/10.1016/S0268-4012(98)00021-8
  48. Norman Sadeh, M-Commerce: Technologies, Services, and Business Model, Wiley computer publishing, 2002
  49. Novak, T.P. and Hoffman, D.L., 'Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,' Journal of Marketing, 60, July 1996 pp. 50-68 https://doi.org/10.2307/1251841
  50. Novak, T.P., Hoffman, D.L. and Yung, Y.F., 'Measuring the Flow Construct in Online Environments: A Structural Modeling Approach,' Working paper, May 1998
  51. Novak, T.P., Hoffman, D.L. and Yung, Y.F., 'Measuring the Customer Experience in Online Environments: A Structural Modeling Approach,' Marketing Science, Vol. 19, No. 1, 2000, pp. 22-42 https://doi.org/10.1287/mksc.19.1.22.15184
  52. Privette, G. and Bundrick, C.M., 'Measurement of Experience: Construct and Content Validity of the Experience Questionnaire,' Perceptual and Motor Skills, 65, 1987, pp. 315-332 https://doi.org/10.2466/pms.1987.65.1.315
  53. Straub, D.W., Limayem, M. and Karahanna-Evaristo, E., 'Measuring System Usage: Implications for IS Theory Testing,' Management Science，Vol. 41, No. 8, 1995, pp. 1328-1342 https://doi.org/10.1287/mnsc.41.8.1328
  54. Trevino, L.K. and Webster, J., 'Flow in Computer-Mediated Communication,' Communication Research, Vol. 19, No.5, 1992, pp. 539-573 https://doi.org/10.1177/009365092019005001
  55. Vallerand, R.J, 'Toward a Hierarchical model of intrinsic and extrinsic motivation,' Adv. Experiment. Soc. Psych., 29, 1997, pp. 271-360 https://doi.org/10.1016/S0065-2601(08)60019-2
  56. Venkatesh, V. and Davis, F.D., 'A Model of the Antecedents of Perceived Ease of Use: Development and Test,' Decision Sciences, Vol. 27, No. 3, 1996, pp. 451-481 https://doi.org/10.1111/j.1540-5915.1996.tb01822.x
  57. Venkatesh, V., 'Creation of Favorable User Perceptions: The Role of Intrinsic Motivation,' MIS Quarterly，Vol. 23, No. 3, 1999, pp. 239-260 https://doi.org/10.2307/249753
  58. Venkatesh, V., 'Determinants of Perceived Ease of Use : Integration Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model,' Information Systems Research, Vol. 11, No. 4, Dec. 2000, pp. 342-365. https://doi.org/10.1287/isre.11.4.342.11872
  59. Venkatesh，V. and Davis, F.D., 'A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies,'' Management Science, Vol. 46，2000，pp. 186-204 https://doi.org/10.1287/mnsc.46.2.186.11926
  60. Venkatesh, V. and Morris, M.G., 'Why Don't Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior,' MIS Quarterly，Vol. 24, No. 1, 2000, pp. 115-139 https://doi.org/10.2307/3250981
  61. Webster, J., Trevino, L.K. and Ryan, L., 'The Dimensionality and Correlates of Flow in Human Computer Interactions,' Computers in Human Behavior Vol. 9, No. 4, Winter 1993, pp. 411-426 https://doi.org/10.1016/0747-5632(93)90032-N