The Effects of Technology Self-Efficacy and Innovativeness on Consumer Mobile Data Service Adoption between American and Korean Consumers

This study proposed underlying consumer differences in mobile data service adoption behavior between American and Korean consumers. In examining these differences, two cognitive beliefs (i.e., technology self-efficacy and innovativeness) were incorporated into the Technology Acceptance Model (TAM)....

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Bibliographic Details
Published in:Journal of international consumer marketing 2010-04, Vol.22 (2), p.117-127
Main Author: Yang, Kiseol
Format: Article
Language:English
Subjects:
Cognition & reasoning
Consumer behavior
Consumers
Innovations
innovativeness
International comparisons
mobile data services
Service introduction
Studies
technology acceptance
Technology Acceptance Model
Technology adoption
Technology self-efficacy
Wireless carriers
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Summary:This study proposed underlying consumer differences in mobile data service adoption behavior between American and Korean consumers. In examining these differences, two cognitive beliefs (i.e., technology self-efficacy and innovativeness) were incorporated into the Technology Acceptance Model (TAM). The results indicated that the effect of technology self-efficacy on perceived ease of use of mobile data services was stronger for American consumers than Korean consumers. The effect of innovativeness on behavioral intention to use mobile data services was stronger for Korean consumers than American consumers.
ISSN:0896-1530
1528-7068
DOI:10.1080/08961530903476147