Smart-phone has rapidly emerged as a major convergence device changing the private and public processes and communication pattern of users worldwide. The primary purpose of this study is to identify the factors affecting the smart-phone user’s behavior intention and use behavior. To this end, this study has established the conceptual research model by adding the concept of a playfulness based on the UTAUT model proposed by Venkatech et al.(2003). A total 385 usable survey responses of smart-phone users have been employed in the analysis. The major findings from the data analyses are as follows. Firstly, performance expectancy, social influence, and playfulness have a positive influence upon behavioral intention, however, effort expectancy has not a significant influence upon behavioral intention. Secondly, facilitating conditions have a positive influence upon use behavior. Thirdly, behavioral intention has a positive influence upon use behavior. Based on these results, managerial and theoretical implications are discussed, and further research issues are suggested.