USER ACCEPTANCE OF MOBILE INTERNET BASED ON THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY -

USER ACCEPTANCE OF MOBILE INTERNET BASED ON THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY -

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USER ACCEPTANCE OF MOBILE INTERNET BASED ON THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY: INVESTIGATING THE DETERMINANTS AND GENDER DIFFERENCES H SIU -Y UAN W ANG Chung Hua University, Hsinchu, Taiwan, ROC S HWU -H UEY W ANG Far East University, Tainan, Taiwan, ROC Based on the Unified Theory of Acceptance and Use of Technology Model (UTAUT; Venkatesh, Morris, Davis, & Davis, 2003), the purpose of this study was to investigate the determinants of mobile Internet (m-Internet) acceptance and to understand whether or not there are gender differences in the acceptance of m-Internet. Data collected online from 343 respondents in Taiwan were tested against the research model, using the structural equation modeling approach. The proposed model was mostly supported by the empirical data. The findings of this study provide several crucial implications for m-Internet service practitioners and researchers. Keywords: mobile Internet, Unified Theory of Acceptance and Use of Technology, determinants, gender differences. Mobile Internet ( m-Internet ) refers to accessing wireless Internet anytime and anywhere via palm-sized mobile devices including mobile phones, personal digital assistants (PDAs), and smart phones . With the rapid growth of demand for mobile phones, and the advent of third-generation technology, accessing SOCIAL BEHAVIOR AND PERSONALITY, 2010, 38 (3), 415-426 © Society for Personality Research (Inc.) DOI 10.2224/sbp.2010.38.3.415 415 Hsiu-Yuan Wang, PhD, Assistant Professor, Department of Hospitality Management, Chung Hua University, Hsinchu, Taiwan, ROC; Shwu-Huey Wang, Lecturer, Department of Business Administration, Far East University, Tainan, Taiwan, ROC. Appreciation is due to reviewers including: Ju-ling Yu, 63, Alley 26, Lane 442, Kai-Yuan Rd., Tainan City, Taiwan, ROC. Please address correspondence and reprint requests to: Hsiu-Yuan Wang, Department of Hospitality Management, Chung Hua University, No. 707, Sec. 2, WuFu Rd., Hsinchu, Taiwan 300, ROC. Phone: +886-3-5374281~5-6873; Fax: +886-3-518-6569; Email: hywang@chu.edu.tw
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USER ACCEPTANCE OF MOBILE INTERNET 416 the Internet via a mobile phone to conduct mobile-related activities is likely to become a widespread and popular trend. Mobile activities basically denote any electronic activities performed in a wireless environment, through a mobile device, and via the Internet (Turban, Cohen, Copi, & King, 2003). As an example, the major differences between m-commerce and other forms of e-commerce are mobility and accessibility. Users can create real-time contact with commercial systems at any time (accessibility) and anywhere (mobility) through the use of wireless Internet and mobile devices. Accordingly, m-Internet is an enabling technology for all kinds of mobile activities. As the growth of mobile activities is closely related to m-Internet, a clear understanding of m-Internet adoption is very important. However, there is a lack of literature that is focused on exploring factors
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USER ACCEPTANCE OF MOBILE INTERNET BASED ON THE UNIFIED THEORY OF ACCEPTANCE AND USE OF TECHNOLOGY -

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