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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.

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