Understanding the intention to use Multimedia messaging services (멀티미디어 메시지 서비스 사용의도에 미치는 영향에 관한 연구)

Kyung Kyu Kim (김경규); Ho Kyoung Shin (신호경); Beomsoo Kim (김범수)

Understanding the intention to use Multimedia messaging services

Journal of The Korea Society of Computer and Information
Abbr : JKSCI
2009, 14(2), pp.91-101
Publisher : The Korean Society Of Computer And Information
Research Area : Engineering > Computer Science

Kyung Kyu Kim ¹, Ho Kyoung Shin ², Beomsoo Kim ¹

¹연세대학교
²

Accredited

ABSTRACT

MMS (Multimedia Messaging Services) is one of the most basic services of mobile communication as well as a promising m-commerce enabling service. In our study, we hypothesize that the personality-based and cognitive traits of TAM and social cognitive theory are antecedents to MMS acceptance asking: what are the key determinants of intention to use MMS? An empirical investigation of 1,016 mobile phone users in South Korea was conducted. PLS results provided support for the effects of self-efficacy, perceived ease of use, relative advantage, credibility on attitude toward MMS use and strong support for the effect of attitude toward intention to use MMS. Our results provided a detailed account of the key forces underlying users’ intention to use MMS including personal and cognitive trait measures. Theoretical and practical implications of these findings are discussed in the paper.

KEYWORDS

Multimedia Messaging Services, self-efficacy, perceived ease of use, relative advantage, credibility, intention to use

Citation status

* References for papers published after 2023 are currently being built.

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