Understanding user's perceived playfulness toward mobile information and entertainment services in New Zealand
Chou, Jacky Po Ching
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The convergence of mobile commerce and internet technologies has promised users unprecedented convenience and greater enjoyment. Over the past few years, the development of mobile information and entertainment services (MIES) has been phenomenal. Recently, research has been conducted into ways toward better acceptance of these services by users. However, many of these studies are technical driven, without discussing important end user needs. To understand users' perception associated with mobile information and entertainment services the author extended and empirically tested a new antecedent model of Perceived Playfulness an intrinsic motivator toward technology acceptance by users, based on previous research. It has been shown that user's Perceived Playfulness toward information technologies has a direct impact on his/her subsequent use. Using the new antecedent model of Perceived Playfulness, the author argues users' Autotelic Personality, Perceived Service Quality, Perceived Technology Compatibility, their Motivation for Using and tolerance of Social Influence affect their Perceived Playfulness when interacting with MIES. A questionnaire was administered to students in business and computing schools at Auckland University of Technology. The closed-ended questions within the questionnaire were used to validate the proposed research model. The data were analyzed using Partial Least Squares. Most of the proposed hypotheses were supported, rendering several significant findings in this thesis. In this study, it has been found that individuals who are more innovative and confident about using MIES are more likely to develop a positive image toward these services. They also value services that are useful and easy to use and demonstrate high enthusiasm for more personalized mobile services. More importantly, their perceptions toward MIES can be further reinforced if their mobile phone functionalities are highly compatible with these services. Therefore, service providers should strive to create a seamless MIES experience for users. Furthermore, given that mobile phones have their own strengths and limitations, the motivation behind user's choices of various applications becomes an important issue for service providers to consider. It has been shown that the importance of service attributes vary with user's motivations of using MIES. This study therefore focuses on several important end user issues which are not well explored in the research of mobile internet services. Overall, this study contributed to existing research into user s perception toward MIES as an information technology based on his/her intrinsic motivator. Several important antecedents have been identified to influence user's Perceived Playfulness in this context. Limitations and suggestions for future studies are considered at the end of this thesis. Implications are also discussed.