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Understanding the user acceptance of Multimedia Messaging Services

机译：了解用户接受多媒体消息服务

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MMS (Multimedia Messaging Services) will become one of the most basic services of mobile communication as well as a promising m-commerce enabling service. In our study, we assumed that psychological traits are key determinants of behavioral intentions to employ pay-per-use information services, especially for MMS. Social cognitive theory and social influence theory are widely accepted, empirically validated models of an individual behavior. An empirical investigation of current MMS users in South Korea was conducted. PLS results provide strong support for the effects of credibility, relative advantage, and perceived ease of use on attitude toward MMS use intention. Specifically, all but one hypothesis linkage perceived costs to attitude were supported. The model provided a detailed account of the key forces underlying users' intention to adopt MMS including included both system and psychological traits measures that seemed to be highly relevant to the acceptance of MMS. Theoretical and practical implications of these findings are discussed in the paper.
机译：MMS（多媒体消息服务）将成为移动通信最基本的服务之一以及有希望的M-Commerce支持服务。在我们的研究中，我们认为心理特质是采用每次使用付费信息服务的行为意图的关键决定因素，尤其是MMS。社会认知理论和社会影响理论被广泛接受，经验验证的个人行为模型。进行了对韩国当前MMS用户的实证调查。 PLS结果对信誉，相对优势和感知易于使用对MMS使用意图的态度的影响提供了强有力的支持。具体而言，支持所有的一个假设联系所感知到态度的成本。该模型提供了一个详细的用户潜在责任，以便使用MMS的意图，包括包括在内的系统和心理特征，似乎与接受MMS的接受高度相关。本文讨论了这些研究结果的理论和实际意义。

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