Exploring Koreans' smartphone usage: An integrated model of the technology acceptance model and uses and gratifications theory

Authors:
Jihyuk Joo;Yoonmo Sang
Affiliations:
Department of Journalism and Communication, Far East University, Daehakgil 76-32, Gamgok Eumseong, Chungbuk, South Korea;Department of Radio-Television-Film, University of Texas at Austin, 2504 Whitis Ave., Stop A0800, United States
Venue:
Computers in Human Behavior
Year:
2013

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Abstract

This study investigates factors that influence adoption and use of smartphones among Koreans and seeks to integrate two theoretical approaches: the technology acceptance model (TAM) and the uses and gratifications (U&G) approach. To that end, the study used data from a self-reported survey of 491 Korean adults who use Apple's iPhone. A structural equation model employed in the current study demonstrates that Koreans' smartphone use is affected more by motivations based on instrumental and goal-oriented use than by ritualized and less-goal oriented use. The findings suggest that to spread information system with innovative and active features, developers should pay attention to users' intrinsic motivations as well as to their extrinsic perceptions.