A Cross-National Analysis of Intention to Use Multiple Mobile Entertainment Services

Fumiyo N. Kondo and Hisashi Ishida

Journal of Global Information Technology Management, 2014, vol. 17, issue 1, 45-60

Abstract: This research proposes a model for cross-national analyses of intention to use multiple mobile entertainment services using a modified technology acceptance model and the theory of planned behavior. Antecedents of intention to use were examined through a survey of young adult mobile users in Japan and the United States. Our model, based on a modified technology acceptance model-theory of planned behavior framework, fits generally well for cross-national analyses of entertainment services. For the services that were included, all except one path in the estimated models for Japan and the United States were statistically significant. The results indicate that paths originating from perceived value can differ, possibly due to practical considerations such as pricing and regulations. Our results have useful implications for the adoption of global marketing.

Date: 2014
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DOI: 10.1080/1097198X.2014.910991

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