Antecedents of Behavioral Intention to Use Mobile Telecommunication Services: Effects of Corporate Social Responsibility and Technology Acceptance

Sanghoon Lee, Eunil Park, Sang Jib Kwon and Angel P. Del Pobil
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Sanghoon Lee: School of Innovation, Korea Advanced Institute of Science and Technology (KAIST), 291 Daehak-ro, Yuseong-gu, Daejeon 305-701, Korea
Eunil Park: School of Innovation, Korea Advanced Institute of Science and Technology (KAIST), 291 Daehak-ro, Yuseong-gu, Daejeon 305-701, Korea
Sang Jib Kwon: Department of Business Administration, Dongguk University, 123 Dongdae-ro, Gyeongju-si, Gyeongsangbuk-do 780-714, Korea
Angel P. Del Pobil: Robotic Intelligence Laboratory, Department of Computer Science and Engineering, Jaume I University, Castellon de la Plana 12071, Spain

Sustainability, 2015, vol. 7, issue 8, 1-15

Abstract: The concepts of corporate social responsibility (CSR) and user experience have been identified as core determinants of the success of service providers. Accordingly, practitioners and researchers have investigated the effects of service providers’ CSR and user experience on behavioral intention to use a particular service. Based on the importance of these concepts, the current study integrates subjective dimensions of CSR with the technology acceptance model (TAM) to explore whether the CSR efforts of mobile telecommunication services providers and the service acceptance of their customers have significant effects on behavioral intention to use a service. We apply structural equation modeling and find that two factors from the TAM ( i.e. , usefulness and ease of use) as well as economic, social, and environmental responsibility are significantly related to customer attitude and satisfaction. Moreover, our results show that there are significantly positive relationships between customer attitude and behavioral intention to use a service, as well as between customer satisfaction and intention. Practical and theoretical implications along with notable limitations of the current study are presented.

Keywords: corporate social responsibility; technology acceptance model; behavioral intention to use (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (24)

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