Influence of individual characteristics, perceived usefulness and ease of use on mobile entertainment adoption

  • Authors:

  • Lai-Ying Leong;Keng-Boon Ooi;Alain Yee-Loong Chong;Binshan Lin

  • Affiliations:

  • Faculty of Business and Finance, University Tunku Abdul Rahman, Jalan University, Bandar Barat, 31900, Kampar, Perak, Malaysia.;Faculty of Business and Finance, University Tunku Abdul Rahman, Jalan University, Bandar Barat, 31900, Kampar, Perak, Malaysia.;Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Hung Hom, Hong Kong.;Department of Management and Marketing, Louisiana State University in Shreveport, Shreveport, LA 71115, USA

  • Venue:
  • International Journal of Mobile Communications
  • Year:
  • 2011

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Abstract

This study aims at empirically investigating the influence of individual characteristics, Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) on the Consumer Intention to Use (CIU) mobile entertainment (m-entertainment/ME) in Malaysia. This study employs the Technology Acceptance Model (TAM) in the context of m-entertainment (ME) by incorporating individual characteristics with TAM to provide better understanding and insights about the adoption of ME among Malaysians. The findings revealed that PU, PEOU, academic qualification and past adoption behaviour as factors that influence Malaysian ME adoption. This study contributed to better understanding and insights regarding factors that influence ME adoption. This study has successfully incorporated individual characteristics with the TAM. The enhanced model offers a greater understanding of user acceptance of ME in Malaysia.