Applying Technology Acceptance Model, Theory of Planned Behavior and Social Cognitive Theory to Mobile Data Communications Service Acceptance

This study examines patterns of mobile data communications service adoption with respect to a commonly used service, short message service, at the individual users level. Based on Davis’ technology acceptance model, Ajzen’s theory of planned behavior, and Bandura’s social cognitive theory, a comprehensive model is established to test the influence of selfefficacy, perceived usefulness, perceived ease of use, social pressure, and perceived enjoyment on mobile data communications service acceptance. The model also examines the moderating effect of perceived enjoyment on the influence of perceived usefulness on intention to use the service. An empirical study is conducted to test this model using data collected from 172 mobile data services users. The results support most of the hypothesized relationships in the model. Especially, users’ telecommunication selfefficacy has a strongly positive effect on perceived ease of use, which then has significantly positive effect both on perceived usefulness and on intention to use. Perceived enjoyment and perceived usefulness both have positive effect on the intention to use. However, the moderating effect of perceived enjoyment in the model is not confirmed. Implications of these findings for practice and research are discussed.