Facilitators and benefits of using Mobile Entertainment Services

Authors:
Ying-Wei Shih
Affiliations:
Department of Information Management, National Changhua University of Education, No. 2, Shida Road, Changhua City 500, Taiwan
Venue:
International Journal of Mobile Communications
Year:
2011

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Abstract

This study aims to explore the factors affecting Mobile Entertainment Services (MES) use from a process-outcome perspective. The author based the research model on the Theory of Planned Behaviour (TPB). Two process facilitators, ease of use and speed, and two outcome benefits, image and enjoyment, were identified and added to the model as the salient external beliefs. The results indicate that: attitude, subjective norms and Perceived Behavioural Control (PBC) shape behavioural intention; image has an effect on attitude and subjective norms; enjoyment on attitude; ease of use on attitude, self-efficacy and controllability; and speed on controllability.