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

Abstract

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.

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