A comparison of adoption models for new mobile media services between high- and low-motive groups

Authors:
Jong Hyuk Lee;Joon Ho Kim;Jin Hwan Hong
Affiliations:
Department of Journalism and Communication, Kyung Hee University, 1 Hoegi-dong, Dongdaemun-gu, Seoul 130-701, Korea.;Department of Business Administration, Chung-Ang University, 221 Heukseok-dong, Dongjak-gu, Seoul 156-756, Korea.;Optimum Management Consulting, 350 Seonreung Acrotel, 140-3 Samsung-dong, Gangnam-gu, Seoul 135-090, Korea
Venue:
International Journal of Mobile Communications
Year:
2010

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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).