2. Technologies Economy
4
consummers
Applications Prod/Services
3
2 platform,
network content &
operators applications
providers
Regulations
1
networked
element
Policies providers

3. Attitude towards
act or behavior
Behavioral
Behavior
intention
Subjective norm
Attitude toward act
or behavior
Behavioral
Subjective norm Behavior
intention
Perceived
behavioral control

4. Perceived
usefulness
Behavioral
Actual system use
intention to use
Perceived ease of
use

5. Early majority Late majority
(34%) (34%)
Early adopters Laggards
(13.5%) (16%)
Innovators
(2.5%)
Technical
Technical Relative advantage
complexity
compatibility (perceived need)
(ease of use)
IS implementation
success
(adoption, infusion)

6. Performance
expectancy
Effort expectancy
Behavioral
Use behavior
intention
Social influence
Facilitating
conditions
Voluntariness of
Gender Age Experience
use

8. Knowledge
Compatibility
Behavioral control
User predisposition Gender/Age
Image
Personal innovativeness
Perceived enjoyment
Perceived
usefulness
Perceived ease of Behavioral
Attitude
use intention
Interpersonal influence
Social influence
External influence
Promotion
Facilitating
Perceived security
conditions
Perceived privacy

10. Attitudinal beliefs
Perceived Perceived ease of Perceived
enjoyment use usefulness
*** *** ***
Attitude
Normative beliefs
***
Social influence
*** Intention to
continue using
***
mobile media
service
Media influence
***
***
Perceived behavioral control
Perceived
Perceived mobility
monetary value
Brand experience Innovation Voice service
*
* *
TAM
Perceived *
usefulness
*
Behavioral
* Attitude *
intention to use
*
Perceived ease of
use
*
*
*
Flow experience

11. Compatibility Cost Perceived risk
** ** * **
Perceived Behavioral
** ** Actual system use
usefulness intention to use
** n.s.
Perceived ease of
use
Perceived
usefulness
* ***
***
Perceived ease of
Design aesthetics * Loyalty
use
*
*** ***
Perceived
enjoyment
Technology context
Perceived Perceived ease of Perceived user
usefulness use resource
***/** ***/ */
Intention to use
/*** **/ ***/***
Perceived critical
Social norm Social emotion
mass
Social context

12. Perceived ease of
use
* *
*
Perceived critical *
Intention to use
mass groupware
* *
Perceived
usefulness
Content
**
**
Perceived
usefulness
** **
Cognitive n.s.
Intention to use
concentration mobile TV
** *
Perceived ease of
use