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Toward a More Robust Usability concept with Perceived Enjoyment in the context of mobile multimedia service
Jieun Sung, Younghwa Yun
Pages - 12 - 32     |    Revised - 30-11-2010     |    Published - 20-12-2010
Volume - 1   Issue - 3    |    Publication Date - December 2010  Table of Contents
TAM, Perceived Enjoyment, Mobile multimedia, Aesthetics, Flow, Social Presence
Mobile multimedia service is relatively new but has quickly dominated people¡¯s lives, especially among young people. To explain this popularity, this study applies and modifies the Technology Acceptance Model (TAM) to propose a research model and conduct an empirical study. The goal of study is to examine the role of Perceived Enjoyment (PE) and what determinants can contribute to PE in the context of using mobile multimedia service. The result indicates that PE is influencing on Perceived Usefulness (PU) and Perceived Ease of Use (PEOU) and directly Behavior Intention (BI). Aesthetics and flow are key determinants to explain Perceived Enjoyment (PE) in mobile multimedia usage.
CITED BY (7)  
1 Wong, C. H., Tan, G. W. H., Tan, B. I., & Ooi, K. B. (2015). Mobile advertising: the changing landscape of the advertising industry. Telematics and Informatics, 32(4), 720-734.
2 Santos, W. R. D. (2014). Consumidor de mídias móveis: a influência do perfil do adotante na relação entre valor percebido e intenção de compra.
3 Yang, S., Wang, Y., & Wei, J. (2014). Integration and consistency between web and mobile services. Industrial Management & Data Systems, 114(8), 1246-1269.
4 Ryu, J. S., & Murdock, K. (2013). Consumer acceptance of mobile marketing communications using the QR code. Journal of Direct, Data and Digital Marketing Practice, 15(2), 111-124.
5 Coşkunçay, D. F. (2013). Identifying the Factors Affecting Users’ Adoption of Social Networking. International Journal of Human Computer Interaction (IJHCI), 4(1), 1.
6 Lee, H. J., Choi, M. H., & Park, M. K. (2012). The Effects of Self-Efficacy and User's Cognitive Factors on Reuse Intention of SNS. Journal of the Korean Society for information Management, 29(3), 145-167.
7 WEI, E. S. (2011). Factors affecting the adoption of touchscreen mobile phones: an empirical study among Generation Y (Doctoral dissertation, UNIVERSITI TUNKU ABDUL RAHMAN).
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Miss Jieun Sung
Michigan State University - United States of America
Mr. Younghwa Yun
Michigan State University - United States of America

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