An Empirical Study on Mobile Web Browsing Service Adoption

Abstract

Mobile web browsing services that bring the full PC browsing experience to customer's mobile handset have been emerged. This study is to investigate the intention to use mobile web browsing based on Technology Acceptance Model(TAM) which has been widely used to explain and predict the IT acceptance and incorporated with self-efficacy which was identified as an important determinant of user's new technology adoption in recent literature on technology acceptance. Specifically, from a theoretical perspective, this study not only clarifies mobile self-efficacy, but also develops an instrument to measure the concept of mobile self-efficacy. The results indicate that both computer self-efficacy and mobile self-efficacy directly influence perceived ease of use, and that perceived ease of use enhance perceived usefulness. And the findings indicate that perceived ease of use and usefulness have direct effects on attitude and then it is positively associated with intention to use mobile web browsing. Therefore, the findings imply that mobile self-efficacy can be employed as an important variable in examining user's intention for various mobile services to come in future.■ keyword :|Mobile Web Browsing|Technology Acceptance Model|Self-efficacy|Mobile Self-efficacy|

What Determines Actual Use of Mobile Web Browsing Services? A Contextual Study in Korea

“…Hardware quality has also been studied in mobile Internet contexts. Ryoo et al [2009] examined and found a causal relationship between ease of use of mobile Web browsing devices and positive attitude for the service. One of the most outstanding advantages of mobile technology is the ability to enable anytime, anywhere access [Sarker and Wells, 2003], and the capability of ubiquity can affect behavior intention to use [Kim and Garrison, 2009;Looney et al, 2004].…”

“…Ajzen, 2001;Davis, 1989;Karahanna and Limayem, 2000;Taylor and Todd, 1995]. Most of the recent studies on the acceptance of mobile technologies, including mobile data services and mobile Internet, tested the relationship between attitude and behavioral intention, since, at the time of the studies, mobile technologies were still in their early stage of diffusion [Nysveen et al, 2005;Ryoo et al, 2009]. In this study, however, we further verify the theorized relationship between attitudes and actual use in the mobile Web browsing services context by directly measuring self-reported actual use rather than behavioral intention to use mobile services.…”

“…The degree to which the input functions, resolution, and screen size of mobile devices are believed to be convenient to use without any problem or difficulty [Wu and Wang, 2006] [ Ryoo et al, 2009] Network Quality…”