Extending the technology acceptance model to mobile telecommunication innovation: The existence of network externalities

Chih‐Chien Wang · Wenchang Fang

138 citations0/0 files storedJournal of Consumer Behaviour

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Technology Adoption and User Behaviour Digital Platforms and Economics Innovation Diffusion and Forecasting

Abstract

Abstract Consumer acceptance of technological innovations is crucial to marketing new products. According to the most influential model in this area, the Technology Acceptance Model (TAM), perceived usefulness (PU) and perceived ease of use (PEOU) determine users' behavioural intentions to use or purchase a system or product. In the specific context of network externalities, a sense of utility that arises from the number of users (NOU) is considered as important as technology‐specific valuation. This study conducted an empirical survey to examine the effects of TAM and network externalities on the acceptance of Multimedia Messaging Services (MMS), an innovation in the field of mobile telecommunications. The results confirm the effectiveness of the TAM and find that network externalities effect affects users' acceptance to this mobile innovations. Accordingly, the TAM can be applied to predict consumer's acceptance to the mobile telecommunication innovations in the presence of network externalities. Copyright © 2008 John Wiley & Sons, Ltd.

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1991The theory of planned behavior 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1989Structural Equations with Latent Variables 1991Structural Equations with Latent Variables.1985A technology acceptance model for empirically testing new end-user information systems : theory and results

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