This research based on the TAM(Technology Acceptance Model) theory is a study on the factors affecting the using intention of the mobile service. The result of hypothesis verification is the followings: First, the mobile features affecting innovation pursuit are personalization, playfulness, and network quality. Second, the mobile features directly affecting perceived cost are playfulness and network quality. Third, the mobile features affecting perceived usefulness are personalization, playfulness. Fourth, the mobile features affecting perceived ease of use are instant connectivity and playfulness. Fifth, the mobile feature affecting the using intention of mobile internet are personalization, playfulness, and network quality. Lastly, this research shows that the factors affecting the using intention of mobile service are innovation pursuit, perceived usefulness, and perceived ease of use.