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The Factors Affecting Consumer Intentions to Use Mobile Services Based on Integrated Technology Acceptance Model

HU Qiu-ling

Abstract

The paper briefly introduces the theory of planned behavior and the technology acceptance model,added with perceived credibility in view of the features of mobile service industry.It is assumed that integrated technology acceptance model,based on the theory of planned behavior and the improved technology acceptance model,can be used to identify the factors that affect consumer intention to use mobile services.The data is tested with structural equation model.The results indicate that the integrated technology acceptance model can explain behavioral intention to use mobile services by 67%.

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Key concepts: Technology acceptance model, Theory of planned behavior, Structural equation modeling, Affect (linguistics), Unified theory of acceptance and use of technology, Credibility, Service (business), Mobile service