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http://dx.doi.org/10.9716/KITS.2013.12.2.243

Understanding Perceived Enjoyment, Perceived Risk, and Intention to Use Mobile Multi-Media Service Based on Smart Phones  

Jeong, Yoon Jeong (경희대학교 경영대학 & 경영연구원)
Choi, Il Young (경희대학교 무용학부)
Xiang, Jun Yong (경희대학교 경영대학 & 경영연구원)
Moon, Hyun Sil (경희대학교 경영대학 & 경영연구원)
Kim, Jae Kyeong (경희대학교 경영대학 & 경영연구원)
Publication Information
Journal of Information Technology Services / v.12, no.2, 2013 , pp. 243-256 More about this Journal
Abstract
Recently, due to the proliferation of smartphones, users of mobile multimedia services which are based on wireless internet without constraint of the time and places are significantly increased. In this study, considering the characteristics of mobile multimedia and the user behavior, we analyse the factors which have an effect on the behavioral intention to use the mobile multimedia services. For this purpose, we use the model which is based on Technology Accepted Model (TAM) and add two constructs; the perceived enjoyment and the perceived risk. A survey data for 280 students at the K cyber university is used for statistical analysis As a result, the perceived ease of use affects the perceived usefulness and the perceived enjoyment, and the perceived ease of use. And the perceived usefulness and perceived enjoyment affect continuous intention to use. On the other hand, the hypothesis which the perceived risk would affect adversely the continuous intention to use is rejected. Through this study, we expect to provide the useful implications for the mobile multimedia services and contribute to the development of strategy for them.
Keywords
TAM; Perceived Enjoyment; Perceived Risk; Mobile Multi-Media Service; SmartPhone;
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Times Cited By KSCI : 2  (Citation Analysis)
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