jurnal 2 - the relationship between mobile

7/30/2019 Jurnal 2 - The Relationship Between Mobile

1/24

This article was downloaded by: [202.152.194.155]On: 18 October 2011, At: 00:27Publisher: Taylor & FrancisInforma Ltd Registered in England and Wales Registered Number: 1072954 Registeredoffice: Mortimer House, 37-41 Mortimer Street, London W1T 3JH, UK

International Journal of Human-

Computer Interact ionPublicat ion det ai ls, incl uding inst ruct ions for author s andsubscr ipt ion informat ion:h t t p : / / w w w. t a nd f on li ne . co m/ l oi / h ih c20

The Relat ionship Between MobileService Quali t y, Perceived TechnologyCompat ibility, and Users' Perceived

Playfulness in t he Context of MobileInformat ion and Entert ainment ServicesFelix B. Tan

a& Jack y P. C. Chou

a

aSchool of Computing & Mathematical Sciences, AUT University,

Availabl e onl ine: 26 Sep 2008

To cite this art icle: Feli x B. Tan & Jacky P. C. Chou ( 2008): The Relat ionship Bet we en Mobile Servi ce

Quality, Perceived Technology Compatibil i ty, and Users' Perceived Playfulness in the Context of MobileInformat ion and Entert ainment Services, Internat ional Journal of Human-Computer Interact ion, 24:7,649-671

To link to this article: ht t p : / / dx .do i .org / 10.1080/ 10447310802335581

PLEASE SCROLL DOWN FOR ARTICLE

Full terms and conditions of use: http://www.tandfonline.com/page/terms-and-conditions

This article may be used for research, teaching, and private study purposes. Anysubstantial or systematic reproduction, redistribution, reselling, loan, sub-licensing,systematic supply, or distribution in any form to anyone is expressly forbidden.

The publisher does not give any warranty express or implied or make any representationthat the contents will be complete or accurate or up to date. The accuracy of anyinstructions, formulae, and drug doses should be independently verified with primarysources. The publisher shall not be liable for any loss, actions, claims, proceedings,demand, or costs or damages whatsoever or howsoever caused arising directly orindirectly in connection with or arising out of the use of this material.
http://www.tandfonline.com/loi/hihc20http://www.tandfonline.com/page/terms-and-conditionshttp://dx.doi.org/10.1080/10447310802335581http://www.tandfonline.com/loi/hihc20


2/24

INTL. JOURNAL OF HUMANCOMPUTER INTERACTION, 24(7), 649671, 2008

Copyright Taylor & Francis Group, LLC

ISSN: 1044-7318 print / 1532-7590 online

DOI: 10.1080/10447310802335581

HIHC1044-73181532-7590Intl. journal of HumanComputerInteraction, Vol.24, No. 7,August 2008:pp. 147Intl. journal of HumanComputerInteraction

The Relationship Between Mobile Service Quality,

Perceived Technology Compatibility, and Users

Perceived Playfulness in the Context of Mobile

Information and Entertainment ServicesMobile Information and Entertainment ServicesTanandChou

Felix B. Tan and Jacky P. C. ChouSchool of Computing & Mathematical Sciences

AUT University

There is a growing body of research into mobile information and entertainmentservices in recent years. Using an extended Technology Acceptance Model perspec-tive, this study explored the effect of mobile service quality and its compatibility tomobile technology on users perceived playfulness toward these services. MobileService Quality and Perceived Technology Compatibility were found to influenceusers Perceived Playfulness. Furthermore, Perceived Technology Compatibility sig-nificantly mediated the relationship between Mobile Service Quality and PerceivedPlayfulness. This suggests that service attributes need to be aligned with mobile

phone functionalities to enhance users Perceived Playfulness. In addition, PerceivedUsefulness, Ease of Use, and Personalization are the three most important servicequality aspects that influenced Perceived Playfulness.

1. INTRODUCTION

Mobile information and entertainment services (MIES) are gaining in popularityamong mobile phone users (Baldi & Thaung, 2002; Garcia-Macias, Rousseau,Berger-Sabbatel, Toumi, & Duda, 2003; Van de Kar, Maitland, Wehn de Montalvo &Bouwman, 2003). We adopt Van de Kar et al.s definition of MIES as the deliveryof information and entertainment from specially formatted content sources (Inter-net sites, SMS, MMS, etc.) via the mobile telecommunication network to a mobileuser (p. 413). According to the authors, there are four basic functions mobile ser-vices provide: communication, transaction, information, and entertainment.Unlike other types of mobile Internet services, the focus of MIES is on the deliveryof information and entertainment, made possible by recent developments inmobile telecommunications technology. Early MIES were based on WirelessApplication Protocol. More recently, a variety of services including Short

Correspondence should be addressed to Felix B. Tan, School of Computing & MathematicalSciences, AUT University, Private Bag 92006, Auckland 1142, New Zealand. E-mail: [email protected]


3/24

650 Tan and Chou

Message Service (SMS)based information services and now Multimedia MessageService (MMS)based information services are available.

Research into mobile Internet to date has by and large focused on extrinsicmotivations for using these services (Cheong & Park, 2005; Pedersen, 2005; Wu &

Wang, 2005) and has largely ignored important intrinsic motivations (Moon &Kim, 2001; Teo, Lim, & Lai, 1999). Extrinsic motivation is defined as the undertak-ing of an activity because it is perceived to be instrumental in achieving valuedoutcomes that are distinct from the activity itself (Davis, Bagozzi, & Warshaw,1992, p. 1112), for example, perceived usefulness (Teo et al., 1999). Intrinsic moti-vation however refers to the undertaking of an activity for no apparent rein-forcement other than the process of performing the activity per se (Davis et al.,1992, p. 1112), for example, perceived playfulness (Shang, Chen, & Shen, 2005).

The purpose of this study is therefore to better understand Perceived Playful-ness in the context of MIES. Several studies have demonstrated the importance of

this construct to user acceptance, especially in the wider Internet context (Chung &Tan, 2004; Moon & Kim, 2001; Teo et al., 1999), online shopping (Ahn, Ryu, & Han,2007; Shang et al., 2005), and mobile Internet services (Fang, Chan, Brzezinski, &Xu, 2006; Nysveen, Pedersen, & Thorbjrnsen, 2005). Given its established signifi-cance to user acceptance, we focus this work on the antecedents of PerceivedPlayfulness. We propose Mobile Service Quality (MSQ) and Perceived Technol-ogy Compatibility as the two antecedents of Perceived Playfulness in the contextof MIES.

Recent research has shown that better service quality can lead to better accep-tance of these services by users (Vlachos & Vrehopoulos, 2005). Moon and Kim(2001) contended that it is important for developers to include both extrinsic and

intrinsic motivational factors in user interface design to improve usability. Ourunderstanding of what constitutes the intrinsic causes of service quality remainslimited. In this study, we propose MSQ as a multidimensional construct that inte-grate both extrinsic and intrinsic service attributesthat is, the attributes thatenhances the extrinsic and intrinsic motivations of using the service.

In the field of mobile commerce, mobile technologies have been a majorresearch topic (Lamming, Eldridge, Flynn, Jones, & Pendlebury, 2000; Lu, Yu,Liu & Yao, 2003; Ng-Krlle, Swatman, Hampe & Rebne, 2004; Van de Kar et al.,2003). Some researchers have pointed out that the main problem can be attrib-uted to the incompatibility between mobile devices and mobile data services

(Lu, Yu, et al., 2003). Our interest therefore is in the mediating role of PerceivedTechnology Compatibility in the relationship between MSQ and PerceivedPlayfulness.

We acknowledge that according to prior research, there is another category ofantecedents of Perceived Playfulnessfor example, cognitive aspects includingindividual skills, personal innovativeness, focused attention, and control (Chung &Tan, 2004), but our interest in this study is on the technological aspectsthat is,service quality of MIES as well as the extent to which compatibility betweenmobile devices and mobile services impact on Perceived Playfulness. This articletherefore contributes to the limited research on impacts of technological factorson intrinsic motivators in the context of mobile commerce (Bruner & Kumar,

2005).


4/24

Mobile Information and Entertainment Services 651

2. THEORETICAL PERSPECTIVE AND RESEARCH MODEL

2.1. Extrinsic and Intrinsic Motivations

Motivational theories generally agree that both extrinsic and intrinsic motivationsinfluence behavior (Deci & Ryan, 1985; Vallerand, 1997). In terms of technologyadoption and use, there is a plethora of research that has used the TechnologyAcceptance Model (TAM) to predict and explain system use (Ahn et al., 2007).Research using the TAM has been criticized for emphasizing extrinsic motiva-tions to technology use (i.e., usefulness) and ignoring the intrinsic aspects of suchuse (Shang et al., 2005; Teo et al., 1999). Extrinsic motivations were found to beimportant to engendering user acceptance, but others have also found that intrin-sic motivations were equally important (Davis et al., 1992; Moon & Kim, 2004).For instance, while usefulness will once again emerge as a major determinant of

intentions to use a computer in the workplace, enjoyment will explain significantvariance in usage intentions beyond that accounted for by usefulness alone(Davis et al., 1992, p. 1113). This notion found additional support more recentlyfrom research relating to online shopping and retailing (Ahn et al., 2007; Shang etal., 2005) that found both extrinsic (usefulness) and intrinsic (playfulness) motiva-tions to be important. Although there are some studies that have exploredPerceived Playfulness in the mobile Internet context, our understanding of theextrinsic and intrinsic motivations influencing the use of MIES remains limited.

2.2. Perceived Playfulness

We adopted Moon and Kims (2001) definition of Perceived Playfulness in thisstudy. According to the authors, Perceived Playfulness can be defined as theextent to which the individual perceives that his or her attention is focused on theinteraction with the World-Wide-Web; is curious during the interaction; and findsthe interaction intrinsically enjoyable or interesting. Based on the theory of Flow(Csikszentmihalyi, 1988, 1990, p. 219), they considered playfulness as an intrinsicbelief or motive, which is shaped by the individuals experience with the environ-ment. Flow represents an optimal experience (or most enjoyable experience possi-ble) when a person is unconsciously engaged in an activity such that she or he

becomes so engrossed thereby losing the sense of self (Chung & Tan, 2004). Flowexperience can usually occur in structured activities such as games, ritual events,sports, artistic performances, and so on (Csikszentmihalyi, 1988). In other words,experiences of concentration, curiosity, and enjoyment in an activity characterize theexperience of Flow (Agarwal & Karahanna, 1998) and as such Perceived Playfulness.

Moon and Kim (2001) introduced Perceived Playfulness in the context of theWorld Wide Web and found that it had a significant positive relationship withAttitude toward Using and Behavioral Intention. They concluded that it is impor-tant for developers to include intrinsic and extrinsic motivational factors in userinterface design, thus helping to improve usability. Chen, Gillenson, and Sherrell(2002) supported this claim and found playfulness to be an important factor moti-

vating users to use a virtual store.


5/24

652 Tan and Chou

Other researchers have studied Perceived Playfulness in the context of mobileInternet services. In their study of four mobile services, Nysveen et al. (2005)found playfulness plays an important role in determining user acceptance ofthese services. Fang et al. (2006) categorized mobile tasks that can be performed

on handheld devices into three broad types: general task, transactional task, andgaming task. They found Perceived Playfulness was significant when users per-form gaming tasks. These results suggest Perceived Playfulness played a distinctrole in users favorable acceptance of mobile Internet services.

2.3. Mobile Service Quality

Service quality has been recognized as a major driver of satisfaction in mobile enter-tainment services (Vlachos & Vrehopoulos, 2005). Although there is a considerableamount of literature on service quality and, in particular, e-service quality

for example, E-SERV-QUAL (Cox & Dale, 2001; Yang & Jun, 2002; Zeithaml,Parasuraman, & Malhotra, 2000); eTailQ (Caruana & Ewing, 2006; Long & Mellon,2004; Wolfinbarger & Gilly, 2003); WebQual (Loiacono, Watson, & Goodhue, 2007)the emphasis has been on the extrinsic attributes of the service. Little is knownabout the intrinsic attributes of e-service quality despite the importance of intrin-sic belief. A new conceptualization of e-service quality in a mobile context istherefore needed especially when examining users perceived playfulnessitselfan intrinsic motive. Consistent with Moon and Kim (2001), who advised developersto include both extrinsic and intrinsic motivators in user interface design, weproposed a construct called MSQ as a multidimensional construct that integrated

both extrinsic and intrinsic service attributes deemed important in stimulatingusers to experience Playfulness and which likely led to the adoption of theseservices. The Information Systems (IS) and marketing literature on extrinsic andintrinsic motivators as well as mobile commerce were drawn to identify theseservice attributes. These dimensions were mainly ones found to be important tousers experiencing playfulness, enjoyment, flow and engagement in the literature.Table 1 presents these dimensions, discussed next.

Perceived usefulness and perceived ease of use. Described as the degreeto which a person believes that using a particular system would enhance his or

her job performance, Perceived Usefulness (Davis, 1989, p. 320) was identified asone of the important antecedents of Perceived Playfulness (Chung & Tan, 2004).The high face validity of Perceived Usefulness had been endorsed by a vastamount of research articles (Lee, Kozar, & Larsen, 2003). Although it was animportant belief construct in the original TAM, several researchers tested itssignificance as an antecedent toward other belief construct in other technologycontext as well. For example, Davis et al. (1992) found a positive relationshipbetween Perceived Usefulness and Enjoyment. The significant relationshipbetween Perceived Usefulness and Enjoyment was also affirmed recently byPagani (2004) in the context of MMS. This was consistent with Agarwal andKarahannas (2000) findings that usefulness and cognitive absorption were highly

correlated. Pedersen and Nysveen (2003) suggested the lack of constraints related


6/24


to time and space of mobile services could be seen as the basis for their usefulnessof mobile services.

Perceived Ease of Use was defined as the degree to which a person believesthat using a particular system would be free of effort (Davis, 1989, p. 320).Trevino and Webster (1992) confirmed the role of Ease of Use in flow experienceduring computer interaction. Research has shown that functionalities that were

easy to use will increase users intrinsic motivation of internet usage (Bruner &Kumar, 2005). More recently, Fang et al. (2006) found that Perceived Ease of Use isimportant to gaming tasks and that Perceived Enjoyment and Perceived Ease ofUse are highly correlated (Sun & Zhang, 2006).

Consistent with the prior research just cited, we contend that both PerceivedUsefulness and Perceived Ease of Use are important aspects of MSQ.Content.

Chae, Kim, Kim, and Ryu (2002) suggested content was important regardlessof whether a site was Web based or wireless. However, on delving into the sub-categories of content, Venkatesh and Ramesh (2002) found relevance was signifi-cantly more important in the wireless context than in the Web context. Chae et al.categorized information quality of mobile Internet services into four dimensions:

connection quality, content quality, interaction quality, and contextual quality.The results indicated content quality significantly determines users attitudetoward mobile information quality. Similar findings were also reported byVlachos, Vrechopoulos, and Doukidis (2003) and Chan and Ahern (1999). In thecontext of mobile entertainment services, content was regarded as the most influ-ential factor for consumers when evaluating the overall superiority of the services(Vlachos & Vrechopoulos, 2005). Based on these previous studies we haveincluded content as an important dimension of MSQ in this study.

Variety and feedback. Webster and Ho (1997) conducted research on

audience engagement (a similar construct to state of playfulness) in multimedia

Table 1: Multidimensionality of Mobile Service Quality

Dimensions of MSQ Found to be Important to

Perceived Usefulness Perceived Playfulness (Chung & Tan, 2004); Enjoyment (Davis et al., 1992;

Pagani, 2004); Cognitive Absorption (Agarwal & Karahanna, 2000)Perceived Ease of Use Experiencing Flow (Trevino & Webster, 1992); Motivation to use Internet

(Bruner & Kumar, 2005); Gaming Tasks (Fang et al., 2006)Content Wireless and Web Context (Chae et al., 2002; Venkatesh & Ramesh, 2002);

Mobile Information Quality (Chan & Ahern, 1999; Vlachos et al., 2003);Overall Superiority of Services (Vlachos & Vrehopoulos, 2005)

Variety Audience Engagement (Webster & Ho, 1997); Furthering the State of Flow(Lee & Benbasat, 2004); Perceived Value of Mobile Services (Methlie &Pedersen, 2005)

Feedback A computer-mediated environment (Hoffman & Novak, 1996; Webster &Ho, 1997); Building Links with Customers (Lee & Benbasat, 2004)

Experimentation Encouraging Exploratory Behaviors Leading to Flow (Chung & Tan, 2004;

Ghani, 1991; Webster et al., 1993)Personalization Wireless Context (Ng-Krlle et al., 2004; Venkatesh & Ramesh, 2002);Services Quality (Mittal & Lassar, 1996)


7/24

654 Tan and Chou

presentations and suggested audience engagement could be increased by devel-oping presentations that provide more challenge, feedback, presenter control, andvariety. Through comparison between two different applications, they suggestedthese features of multimedia (e.g., variety) could be manipulated to be more or

less engaging for users. Given the limited display space of mobile phones, Leeand Benbasat (2004) recommended that use of multimedia mix could overcomethe constraints of ineffective mobile interface design and furthered the state offlow. Clearly, the audio and visual elements in MIES could preserve usersarousal and attract their attention. Methlie and Pedersen (2005) included servicevariety as an important attribute of perceived value of mobile services. Chan andAhern (1999) also pointed out that multimedia could be used to alleviate boredomand maintain users motivation.

Several researchers regarded feedback as relevant, suggesting that the provi-sion of feedback was particularly relevant in a computer-mediated environment

(Hoffman & Novak, 1996; Webster & Ho, 1997). MIES is one type of computer-mediated environment. Hence, Feedback is highly relevant to interactivity in theMIES context. For example, mobile phone users could be informed of their billingstatus as soon as an SMS request is sent to the service provider via their mobilephones. For service providers, it exhibited the potential to build links betweenmobile retailers and their customers because retailers could utilize this link topromote their offerings (Lee & Benbasat, 2004). Carroll (1982) found that respon-siveness of computer systems was related to exploratory activities on computers.Given that flow is a subjective psychological experience that characterizes thehumancomputer experience as playful and exploratory (Webster, Trevino, &Ryan, 1993), both Variety and Feedback were considered an important aspect

of MSQ.

Experimentation. According to Csikszenmihalyi (1990), flow would encourageexploratory behaviors. Several researchers have demonstrated that flow experi-ence was associated with exploratory behaviors (Ghani, 1991; Webster et al.,1993). Webster et al. explored the dimensionality and correlates of flow inhumancomputer interactions. Specifically, they proposed control, attentionfocus, curiosity, and intrinsic interest as the four dimensions of a flow state in thefirst study. Correlates of flow such as perceived technology characteristics, exper-imentation, and voluntary use were also proposed in the second study. All corre-

lates were significantly related to flow. Both studies employed actual software(spreadsheet software and electronic mail) therefore it added credibility to theresults. Web sites that facilitate experimentation or exploratory behavior werefound to encourage playfulness (Chung & Tan, 2004). We expect that experimen-tation be a mobile service attribute stimulating Perceived Playfulness.

Personalization. Because the mobile phone is a highly personalized deviceit is expected that its usage is highly relevant to the users context. Personalizedmobile services are context-specific services to each individual. A system is consid-ered context aware if it can extract, interpret, and use context information and

adapts its functionality to the current context of use (Ng-Krlle et al., 2004).


8/24


Venkatesh and Ramesh (2002) applied Microsoft Usability Guidelines to wirelessWeb sites. They suggested the fact that as it was made-for-the-medium, personal-ization was an important characteristic of a wireless Web site whose content iscustomized for users. For some MIES, personalization means the amount of informa-

tion sent to the customers will be reduced. The users would no longer receivenumerous irrelevant messages. With fewer messages, the users could view themessage title and hence select information based on their preferences more easily(Ho & Kwok, 2003). According to Mittal and Lassar (1996), personalization wasone of the most important determinants of service quality.

In terms of the nature of MSQ in MIES, a second order structure was proposed.To support a unitary construct, the relationships among the first-order facetsshould be mutually reinforcing. For example, Carroll (1982) found responsivenessof computer systems related to exploratory behaviors (Experimentation). In assess-ing the moderating effects of gender, Nysveen et al. (2005) found Perceived Ease of

Use had a direct and positive influence on Perceived Usefulness in the context ofmobile chat services. Methlie and Pedersen (2005) suggested that usefulness wasmainly determined by the content of mobile services (functionalities). Lee andBenbasat (2004) pointed out providing product information relevant to the usersspecific mobile setting was a type of appeal mix, in that it could be used to attractthe users attention. Also, visual and nonspeech sound were all related to content(Lee & Benbasat, 2004). Their effects were likely to be most effective when all facetswere utilized simultaneously, taking advantage of their complementarities. Giventhe convergence of these facets, they could cumulatively contribute to a unitaryhigher-order structure, which could more parsimoniously explain their joint influ-ences. Pavlou and El Sawy (2005) pointed out that a second-order structure could

provide a parsimonious description of a complex construct. Given that users werelikely to place different weights on the seven facets of MSQ, the importanceassigned to each facet was proposed to influence MSQ in a formative fashion.According to Chin (1998a), a change in any first-order factor does not necessarilyimply a similar directional change in others for a formative model.

2.4. Perceived Technology Compatibility and Its Mediating Effects

The impact of system characteristics had been widely recognized in studies on

technology user acceptance (Davis, 1993; Davis, Bagozzi, & Warshaw, 1989).Studies on the effects of system characteristics on intrinsic motivators could betraced back to Trevino and Webster (1992). A positive influence of perceivedtechnology characteristics on flow was found in their study.

In the MIES context, a new construct called Perceived Technology Compatibil-ity (PTC) was proposed based on Lu, Liu, Yu, and Yaos (2003) and Lu, Yu, et al.s(2003) work. According to the authors, facilitating conditions such as technologyfactors regarding compatibility might constrain usage and made behavior diffi-cult. In a study of 3G mobile multimedia services, Pagani (2004) identified per-ceived hardware/software compatibility as one of the main perceived obstacles tomobile adoption. In a more recent paper on Mobile Data Services, Wang and Lie

(2006) contended that effective technological support (e.g., compatible cell


9/24

656 Tan and Chou

phones) could be considered a type of facilitating condition. For example, userswhose cell phones had compatible software were more likely to access the MobileData Services through their cell phones. In this study, we defined PTC as theperceived degree of integration between mobile information and entertainment

services and mobile phones. Given that enhancing the functionalities of mobilephones is a means of meeting the increasingly demanding user requirements, thecompatibility between MIES and mobile phones cannot be ignored.

Improving user satisfaction is the ultimate goal of improving application per-formance on wireless devices (Raisinghani & Iyer, 2004). Lin, Wu, and Tsai (2005)incorporated Perceived Playfulness in to the expectation-confirmation theory andfound the confirmation of expectation and perceived performance would lead toPerceived Playfulness, which in turn drove users satisfaction. However, per-ceived hardware and software functionalities were identified as one of the mainperceived obstacles by mobile users (Lu, Yu, et al., 2003; Pagani, 2004). According

to Levy (2005), the overall performance requirements have raised users expecta-tions about digital entertainment services, which included mobile phones.Ironically, users expecting more from their phones were influenced by the exten-sive marketing campaigns of service providers. Koivisto and Urbaczewski (2004)found inconsistent quality of services perceived and delivered caused stress anddiscomfort when users interacted with mobile Internet services.

Most research conducted on mobile Internet elaborated on technology require-ments without discussing important end-user needs. Kettinger and Lee (1995)presented a model where gaps could occur between information technologyservices delivered and users perception of the service expected. However, theirstudy was focused on building a strategic model rather than on information tech-

nologyuser relationship. In his study of humancomputer interaction, Te'eni(1989) pointed out perceived complexities always existed as an intermediate vari-able between users perception of the system and system itself. Two variables,mode of presentation and number of windows, were examined in his study. Hisfindings suggested the congruence between users perception and the functional-ities offered would subsequently impact on outcome. Their study further pointedout that the usefulness of information/system characteristics perceived by userswas a major component in the formation of perceived complexities. Mobilephones serve as the entry point for users to interact with MIES. If the perceivedcompatibility between MIES and mobile phone was consistent with users expec-

tation, it would reinforce a positive image of MIES. Thus, the intermediate role ofPerceived Technology Compatibility stimulated our interest to test its mediatingeffect between MSQ and Perceived Playfulness in the MIES context. Being a facili-tating condition, PTC was thus treated as having a mediating (than a moderating)effect. Thus, MSQ was proposed to have a direct impact on Perceived Playfulnessas well as an indirect influence through Perceived Technology Compatibility.

2.5. The Research Model

From the previous discussion, the research model in Figure 1 was proposed. Note

that MSQ was proposed as a second-order formative factor (H1). MSQ was proposed


10/24


to directly exert significant influence over Perceived Playfulness (H2) and indirectlythrough Perceived Technology Compatibility (H3a and H3b) as a mediating factor.

3. RESEARCH DESIGN

3.1. Sample

The sample consisted of university students who attended IS and businesslectures at a New Zealand University. Students from six classes were invited tocomplete the questionnaire (see the appendix). Students were chosen as the targetsample because (a) they were likely to be mobile Internet literate and (b) most stu-dents would have experience using mobile Internet on a regular basis. Partici-pants familiarity with using mobile Internet services permitted attitudes and

beliefs to be measured based on direct behavioral experience (Davis, 1993).A total of 186 questionnaires were returned. Incomplete questionnaires werediscarded, leaving 149 usable samples. Most of these were from respondents whoclaimed not to have used MIES at all. No significant differences were foundto exist in terms of demographic profiles between the group who claimed not tohave used MIES and the group who did. Of the respondents who did, 94 weremale and 55 female, mainly between 21 and 30 years of age (60.4%) and 20 yearsor younger (30%). Most had an undergraduate degree (72.5%) and varied consid-erably in terms of years of computer experience, with 32% having 8 or more yearsexperience, 23% 6 or 7 years, 22% 4 or 5 years, and 15% 2 or 3 years. On average,most of the respondents used MIES for no more than 1 hr a day (63%).

In terms of phone categories, about 60% of all the respondents specified thatthey have Wireless Application Protocol-enabled mobile phone or General PacketRadio Service capable phone. Respondents holding a 3G mobile phone came sec-ond in the list, with a significant proportion of 12% among the respondents. Usersof the Code Division Multiple Access mobile phone were relatively few, only 7%compared to other phone categories.

MMS services were the most popular among the respondents, with a total of38% indicating using this MIES most recently. SMS-based services1 were the next

1SMS bases services include ringtones, subscription-based information alerts, sending/receivingtext messages, and SMS-based m-commerce (http://web.dis.unimelb.edu.au/pgrad/yanssy1/).

FIGURE 1 Theoretical model.

Mobile Service

QualityPerceived

Playfulness

Perceived

Technology

Compatibility

H1

H2

H3aH3b


11/24

658 Tan and Chou

most recently used MIES. The numbers of respondents using mobile e-mail, infor-mation searching and mobile downloading most recently were 9%, 10% and 17%,respectively.

3.2. Measures

In terms of measurement, all items were sourced from prior research, and thesewere constructed as agreedisagree statements on a 7-point Likert scale. MSQwas modeled as a second-order factor formed by seven first-order factors:Perceived Usefulness, Perceived Ease of Use, Content, Variety, Feedback, Experi-mentation, and Personalization. The measures for Perceived Usefulness,Perceived Ease of Use, Content, Perceived Technology Compatibility, Personal-ization, and Perceived Playfulness were taken from or based on previous ISresearch. However, modifications to Variety and Experimentation were made for

this study because the original instruments were too context specific in previousresearch (Webster & Ho, 1997; Webster et al., 1993). Churchill (1999) suggested ifprevious research had obvious deficiencies and was insufficient to address theinterested underlying relationship between constructs, creating a more meaning-ful and precious measure was necessary. Therefore, the instrument was based onvarious validated scales and some new items. A small pilot study was conductedand some items revised on the basis of pilot. Table 2 presents the study variablesand references from which validated instruments were sourced.

4. DATA ANALYSIS AND RESULTS

The data analysis technique employed in this study was Partial Least Squares(PLS). PLS is a recent technique that generalizes and combines features from princi-pal component analysis and multiple regressions (Thompson, Barclay, & Higgins,1995). The PLS approach provided a means for directly estimating latent variablecomponent scores. Although several methods could be used for data analysis,there were two reasons for choosing PLS in our study. First, MSQ was a second-order formative factor in our research model. PLS could estimate formative con-structs using component-based algorithms (Chin, 1998a). Second, the proposed

Table 2: Study Variables and Their Measures

Variables Sources

Perceived Usefulness Koufaris (2002)Perceived Ease of Use Moon and Kim (2001)Content Chae et al. (2002); Chung and Tan (2001)Variety Webster and Ho (1997); Chung and Tan (2001)Feedback Webster and Ho (1997)Experimentation Chung and Tan (2004); Webster et al. (1993)Personalization Ng-Krlle et al. (2004); Venkatesh and Ramesh (2002)Perceived Technology Compatibility Lu et al. (2003b)

Perceived Playfulness Moon and Kim (2001)


12/24


research model represented an early stage of the development of a more compre-hensive theoretical framework. A review of the literature suggested that empiri-cal tests of Perceived Playfulness and its antecedents were still sparse. Hence, theuse of PLS for this research was deemed appropriate.

4.1. Measurement Validation

To measure internal consistency of a given block of indicators, internal compositereliability scores were obtained through PLS-GRAPH to assess the reliabilities ofeach latent variable. Where the internal consistency of any latent variable exceeds0.70, this indicated tolerable reliability (Fornell & Larcker, 1981). As shown inTable 3, all latent variables in our model had internal consistencies greater than0.7, which indicated all constructs had high reliabilities. At the same time, theaverage variance extracted (AVE) of each latent variable in our model was more

than 0.50, which was deemed satisfactory. According to Fornell and Larcker, aconstructs AVE should be at least higher than 50% to guarantee more valid vari-ance explained than error in its measurement (Table 3).

The way to establish discriminant validity was to examine the square root ofthe AVE of each construct to the correlations of this construct to all other con-structs. In the PLS-GRAPH, the AVEs could be easily obtained by performing abootstrap resampling. Fornell and Larcker (1981) suggested that the square rootof AVE should be greater than the corresponding correlations among the latentvariables. The results shown in Table 4 indicated that all latent variables exhibitedhigh discriminant validities. The diagonal cells in the correlation matrix shown in

Table 4 were the square root value of AVE for each latent variable, and these weregreater than the corresponding correlations among the latent variables.Because of the formative nature of MSQ, traditional validity assessment could

not be applied (Diamantopoulos & Winklhofer, 2001). Observed correlationsamong the constructs measures might not be meaningful therefore making theassessment of item reliability and convergent validity irrelevant. A formative

Table 3: ICR and AVE for Each Latent Variable

Latent Variables ICR AVE

Perceived Usefulness 0.935 0.742Perceived Ease of Use 0.941 0.800Personalization 0.874 0.699Variety 0.940 0.887Content 0.853 0.744

Experimentation 0.931 0.872Feedback 0.943 0.892Perceived Playfulness 0.866 0.576Perceived TechnologyCompatibility 0.901 0.568

Note. ICR scores and AVE were generated usingPLS-GRAPH 3.0. ICR = internal composite reliability;AVE = average variance extracted.


13/24

660 Tan and Chou

construct could be considered valid if its indicator coefficients were significantlydifferent from zero (Diamantopoulos & Winklhofer, 2001). Those indicators notsufficiently significantly different from zero could contain information perceivedredundant by the respondents, or have high correlations with other indicators orwere even perceived irrelevant for the formative construct and should thereforebe excluded. The results obtained via PLS-GRAPH (see Table 5) indicated allMSQ indicators had a coefficient significantly different from zero with coeffi-cients more than .70 (p < .01).

It was noticed that the first two measures and the last measure of PTC (PTC1,PTC2, and PTC 10) and the second measure of Perceived Playfulness (PP2) exhib-ited extremely low loadings. Although factor loadings below 0.7 are generallyacceptable when standard scales from the literature were used, it is also impor-tant to retain as many items as possible from the original scale to preserve integ-rity of the original research design (Yoo & Alavi, 2001, p. 379). As such, wepurified the measures by removing only the four items that exhibited extremelylow loadings (Churchill, 1979). As suggested by Straub, Boudreau, and Gefen(2004), this approach could be applied to principal components analysis (PCA),PLS, and covariance-based structured equation modeling. As a result, PTC1,PTC2, and PTC 10 and PP2 were eliminated in the subsequent analysis.

4.2. Second-Order Factor

MSQ was proposed as a second-order factor. This suggested that the first-orderfacets must be examined cumulatively instead of being treated as isolated func-tionalities. The test of MSQ was carried out with the same set of tests in Chin(1998a) and Pavlou and El Sawy (2005). Because MSQ was formative in nature,each first-order factor represented an aspect of MSQ. According to Chin (1998b),multicollinearity among formative indicators could be ignored if the researchfocused on the structural level. Multicollinearity could be sidestepped by a sec-

ond order factor analysis (Loiacono et al., 2007). The correlations between the

Table 4: Correlation Matrix and the Square Root of AVE for Each Latent Variable

Variable

Correlation Matrix

1 2 3 4 5 6 7 8 9

1. Perceived Usefulness 0.8612. Perceived Ease of Use 0.363 0.8943. Content 0.425 0.433 0.8634. Variety 0.302 0.482 0.292 0.9425. Feedback 0.506 0.441 0.271 0.372 0.9446. Experimentation 0.324 0.378 0.087 0.462 0.284 0.9347. Personalization 0.606 0.311 0.453 0.369 0.567 0.397 0.8368. Perceived Technology Compatibility 0.680 0.545 0.582 0.478 0.424 0.370 0.516 0.7549. Perceived Playfulness 0.482 0.574 0.528 0.375 0.465 0.473 0.552 0.611 0.759

Note. The bold matrix values are the square root value of AVE for each latent variable.AVE = average variance extracted.


14/24


Table 5: Measurement Items and PLS Loadings

Constructs and Items loading t

Perceived Usefulness

1.Using MIES improves my task quality 0.8541*** 32.90912. Using MIES improves the performance of my task 0.8969*** 39.62023. Using MIES enables me to accomplish tasks more quickly 0.8936*** 34.21444. Using MIES improves my task productivity 0.8713*** 28.18675. Overall, I found MIES useful 0.7874*** 16.1010

Perceived Ease of Use1. Learning to use MIES would be easy for me 0.8889*** 32.93442. My interaction with MIES is clear and understandable 0.9201*** 69.96313. It would be easy for me to become skilful at using MIES 0.9136*** 50.43174. I find MIES easy to use 0.8541*** 37.1361

Perceived Technology Compatibility1. My mobile phone is weak in capacity (battery power, processing and storage

memory) to fully utilize MIES

0.130*** 3.2028

2. The display of my mobile phone is too small 0.174*** 3.58893. MIES provides strong roaming capabilities to support mobility 0.6133*** 10.14394. MIES provides interoperability to allow any mobile phone 0.6473*** 9.18775. The interfaces of the MIES applications are easy to use 0.8379*** 30.40096. The screen design of the mobile devices is effective 0.7171*** 9.57237. My mobile phone incorporates a variety of visual/sound elements 0.8095*** 18.72428. My mobile phone has nice input features for me to use MIES 0.8036*** 24.83309. The terminology used on MIES is easy to understand 0.8163*** 25.555610. The processing speed of my mobile phone is slow 0.0560*** 2.7585

Experimentation1. When using MIES it led me to new things I did not think about 0.9333*** 7.60082. When using MIES it provides related cues for other things that I could possibly

do on my mobile phone0.9338*** 21.6696

Perceived Playfulness1. When interacting with MIES I did not realise time had elapsed 0.4350*** 3.18042. When interacting with MIES, I often forgot the task I was doing 0.1050*** 1.34253. Interacting with MIES leads to exploration 0.7882*** 9.21914. When interacting with MIES I had fun 0.8006*** 11.01115. Interacting with MIES was enjoyable 0.7979*** 10.26956. Overall, I encountered a positive experience from using MIES 0.8888*** 18.6327

Feedback1. When using MIES, it provides direct response to me 0.9372*** 49.32882. When using MIES, it provides clear response to me 0.9517*** 68.9513

Variety

1. The MIES incorporates variety of visual or sound elements 0.9544*** 88.85922. The MIES incorporates variety of presentation styles 0.9293*** 51.3549

Content1. The layout of the MIES is easy to understand 0.9036*** 34.85902. The information that can be provided by MIES is enough 0.8192*** 11.3720

Personalization1. When using MIES, I feel the service/information I received is specific to my context 0.8720*** 37.76432. The MIES I received is customized for my need 0.8604*** 28.48053. When using MIES I only receive relevant information I need 0.7719*** 10.4227

Note. According to Sambamurthy and Chin (1994), weights are more appropriate for interpretingthe effects for a formative construct. Furthermore, rather than interpreting the weights in a factor

loading sense, the rule of thumb is to compare the weights of different indicators. All items weremeasured using 7-point Likert scale.


15/24

662 Tan and Chou

first-order factors and MSQ were therefore tested because this work was at thestructural level. The results shown in Figure 2 indicated that all first-order factors

were highly correlated with MSQ (p < .01). The formative role of the seven first-order factors on MSQ was significant at the .01 level, thereby offering support forH1 in Figure 1. For formative model, Chin and Gopal (1995) suggested that therelative weight of each first-order factor indicated their relative importancetoward the higher order construct (MSQ). This implied that Perceived Usefulness,Perceived Ease of Use, and Personalization were the three most important MSQaspects that influence Perceived Playfulness.

4.3. The Structural Model

The results of the test of the structural model are presented in Figure 3. As men-tioned earlier, MSQ as a second-order formative construct was represented by theseven first-order factors and their own indicators. The findings suggested thatMSQ had a significant positive impact on Perceived Playfulness (p < .01). Theyalso indicated that there are two parts to the relationship: a significant direct effectof 0.562 and a significant indirect effect of 0.155 (i.e., 0.688 0.225) through theconstruct Perceived Technology Compatibility. These provided support for H2,H3a, and H3b.

The structural model containing both direct and indirect effects explained53.9% of the variances with an R2 value of .539. The direct effect alone produced

anR2

value of .513 and was only able to explain 51.3% of variances, implying that

FIGURE 2 The second order formative nature of Mobile Service Quality.Note. PU = Perceived Usefulness; PEOU = Perceived Ease of Use; Pson = Personal-ization; Ctnt = Content; Var = Variety; Feedback = Febak; Expt = Experimentation.

MSQ

PU PEOU Ctnt Var Febak Expt Pson

***p


16/24


the model presented in Figure 3 provides a richer picture of the relationships.Furthermore, the significant impact of MSQ on PTC and Perceived Playfulnessalso provided evidence of external validities for MSQ as a formative second-orderconstruct (Diamantopoulos & Winklhofer, 2001).

5. DISCUSSION AND IMPLICATIONS

MSQ as a higher order factor was validated, supporting H1. To probe deeper intothe nature of MSQ, this study tested its underlying factors. We contended earlierthat a new e-service quality conceptualization was needed in the mobile context,especially when examining users perceived playfulness. The results confirmedthe importance of both intrinsic and extrinsic service attributes to PerceivedPlayfulness, supporting the findings of prior research on the broader Internet andmobile Internet (e.g., Chung & Tan, 2004; Ng-Krlle et al., 2004; Venkatesh &

Ramesh, 2002). Our findings further suggested Perceived Usefulness, Ease of Use,and Personalization with relatively higher path magnitudes were the three mostimportant MSQ aspects that influenced Perceived Playfulness. To create a positiveimage of MIES for mobile phone users, service providers should focus on improvingthe usefulness and ease of use of current MIES service offerings. In terms of use-fulness, MIES that improved the quality, productivity, and performance of userstasks and that enabled users to complete tasks more quickly were consideredimportant. In terms of ease of use, MIES that were easy to become skillful at, clear,and understandable were aspects service providers needed to achieve. Equallyimportant, service providers should explore the opportunities to offer more per-

sonalized services. The current practice among New Zealand service providers isto offer one site for all wireless portals for MIES (e.g., Vodafone Live!), which isa standard service. Respondents indicated the importance of receiving service/information that was relevant and specific to their needs and context. A standardoffering would not come close to the levels of personalization users seek. Otherdimensions of MSQ such as Content, Variety, and Experimentation were all sig-nificantly related to mobile service quality. However, they did not weigh asimportantly as Perceived Usefulness, Ease of Use, and Personalization. This studyempirically tested all these factors and provided evidence of the existence of thislatent construct. We contended that users formed an overall perception of servicequality toward MIES rather than an attitude based on a single service attribute.

MSQ was found to significantly impact on Perceived Playfulness in two ways:directly (supporting H2) and indirectly (supporting H3a and H3b). This sup-ported the literature on the importance of e-service quality (Caruana & Ewing,2006; Loiacono et al., 2007; Vlachos & Vrehopoulos, 2005; Zeithaml et al., 2000).The indirect effect of MSQ on Perceived Playfulness via PTC provided empiricalsupport of its mediating role. Although prior research investigated the directimpacts of service and technology factors in parallel on intention to use mobileInternet services (Methlie & Pedersen, 2005; Pagani, 2004; Van de Kar et al., 2003),this study provided empirical evidence that PTC mediated the impact of MSQ onPerceived Playfulness. This suggested service providers should emphasize provision

of seamless MIES experience through closely integrating mobile phone functionalities


17/24

664 Tan and Chou

and servicesfor instance, MIES to provide strong roaming capabilities to sup-port mobility, interoperability to allow access by any mobile phone, screen designof the mobile devices to be effective, easy input features to use MIES, and termi-nologies used on MIES to be easy to understand.

This study contributed to both research and practice. By including both extrinsicand intrinsic service quality attributes, this work extended our understanding ofthe concept of service quality when examining users intrinsic motivations for usingMIES (Perceived Playfulness). By reconceptualizing MSQ to include attributes thatenhanced both users extrinsic and intrinsic motivations, this article confirmed thatusers tended to be more sophisticated in their judgments of the quality of serviceprovided. As a result and in terms of practice, mobile Internet service providersneed to be also aware of the multiple dimensions of mobile service quality. Severaldimensions have been identified with perceived usefulness, ease of use, and per-sonalization being the most important to enhancing the users intrinsic motivations,

implying that mobile service providers should pay attention to improving useful-ness and ease of use of their service offerings and should explore opportunities tooffer more personalized service. Further, the mediating effect of Perceived Technol-ogy Compatibility suggested that service attributes need to be aligned with mobilephone functionalities to enhance users Perceived Playfulness.

5.1. Limitations and Future Research

First, the most apparent limitation of this study is its cross-sectional nature and theuse of a convenient sample. Thus, caution must be exercised when generalizing the

findings. Second, this study focused on the perception of MIES but did not examinethe adoption of these services. Therefore, the significance of Perceived Playfulnessin the context of MIES adoption was not examined. Future research on this can shednew light on user adoption of MIES. Third, as the questionnaire was answered bythe same respondent at the same point in time as well as the design of the question-naire, common method bias may be introduced. We have however attempted tominimize the impact of this by procedural remedies, including guaranteeingrespondent anonymity and assuring respondents that there were no correct orincorrect answers (Podsakoff, MacKensie, Lee, & Podsakoff, 2003).

According to Flow Theory and prior research, there exists another category ofantecedents of Perceived Playfulness that is beyond the scope of this studycognitive aspects, including individual skills, personal innovativeness, focusedattention, and control (Chung & Tan, 2004). It will be of interest to furtherresearch how this antecedent category relates to the core constructs in ourresearch model in the MIES context. In another study using Flow Theory, Ghaniand Deshpande (1994) established that certain cognitive aspects were related todifferent task characteristics. For example, perceived control was more importantfor individuals working on high uncertainty tasks. Similarly, Chung and Tan(2004) found that respondents working on experientially directed tasks had astronger tendency to experience Perceived Playfulness confirming that Flow wasmore apparent in experientially directed activities than goal-directed ones. Future

research on the moderating effect of task characteristics is also encouraged.


18/24


6. CONCLUSIONS

In terms of services, Perceived Usefulness, Ease of Use, and Personalization werethe three most important MSQ aspects that influence Perceived Playfulness.

Therefore, service providers need to provide useful, user-friendly, and personal-ized MIES to users. Current practice among service providers in New Zealandseems to be providing a one site for all wireless portal. Smyth and Cotter (2004)pointed out the need for Personalization to overcome this problem. On the otherhand, the existence of MSQ as a second-order construct indicated users formedoverall service quality perceptions rather than judging on the basis of any singleservice aspect. One of this studys primary contributions was the mediating roleof PTC. As Fang et al. (2006) attested, service providers needed to consider theeffect of different tasks and user needs in interface design. Many researchersinvestigated the direct impacts of service and technological attributes on users

perception and overlooked the interaction between these two factors. Thisresearch suggests it is important to pay closer attention to this area.

REFERENCES

Agarwal, R., & Karahanna, E. (2000) Time flies when youre having fun: Cognitive absorb-tion and beliefs about information technology usage.MIS Quarterly, 24(4), 665694.

Ahn,. T., Ryu, S., & Han, I. (2007). The impact of Web quality and playfulness on useracceptance of online retailing. Information & Management, 44, 263275.

Baldi, S., & Thaung, H. P. P. (2002). The entertaining way to m-commerce: Japansapproach to the mobile interneta model for Europe? Electronic Markets, 12(1), 613.

Bruner, G. C., & Kumar, A., (2005). Explaining consumer acceptance of handheld Internetdevices.Journal of Business Research, 58, 553558.

Carroll, J. M. (1982). The adventure of getting to know a computer. IEEE Computer, 15(11), 4958.Caruana, A., & Ewing, M. T. (2006). The psychometric properties of eTail quality: An interna-

tional investigation across product categories. International Marketing Review, 23(4), 353370.Chae, M., Kim, J., Kim, H., & Ryu, H. (2002). Information quality for mobile internet services:

A theoretical model with empirical validation. Electronic Markets, 12(1), 3846.Chan, T., & Ahern, T. (1999). Targeting motivation: Adapting flow theory to instructional

design.Journal of Educational Computing Research, 21(2), 151163.Chen, L.-D., Gillenson, M., & Sherrell D. (2002). Enticing online consumers: An extended

technology acceptance perspective. Information and Management, 39, 705719.

Cheong, J. H., & Park, M-C. (2005). Mobile internet acceptance in Korea. Internet Research,15(2), 125140.Chin, W. W. (1998a). Issues and opinion on structural equation modeling. MIS Quarterly,

22(1), viixvi.Chin, W. W. (1998b). The Partial Least Squares approach to structural equation modelling.

In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295336).Mahwah, NJ: Erlbaum.

Chin, W. W., & Gopal, A. (1995). Adoption intention in GSS: Relative importance of beliefs.TheData Base for Advances in Information Systems, 26(2/3), 4264.

Chung, J., & Tan, F. B. (2004). Antecedents of Perceived Playfulness: An exploratory studyon user acceptance of general information-searching Websites. Information & Manage-ment,41(7), 869881.


19/24

666 Tan and Chou

Churchill, G. (1979). A paradigm for developing better measures of marketing constructs.Journal of Marketing Research, 16, 6473.

Churchill, G. (1999).Marketing research: Methodological foundation. New York: Dryden Press.Cox, J., & Dale, B. (2001). SQ & e-commerce.Managing Service Quality, 11(2), 121131.

Csikszentmihalyi, M. (1988). The future of Flow. In M. Csikszentmihalyi &I. S. Csikszentmihalyi (Eds.), Optimal experience: Psychological studies of Flow in con-sciousness (pp. 364383). Cambridge University Press: New York.

Csikszentmihalyi, M. (1990). Flow: The psychology of optimal experience. New York: Harper andRow.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance ofinformation technology.MIS Quarterly, 13(3), 319340.

Davis, F. D. (1993). User acceptance of information technology: System characteristics, user per-ceptions and behavioural impacts. International Journal of Man-Machine Studies, 38, 475487.

Davis, F. D., Bagozzi, R., & Warshaw, P. (1989). User acceptance of computer technology:A comparison of two theoretical models.Management Science, 35, 9821003.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and Intrinsic Motivation to

use computers in the workplace.Journal of Applied Social Psychology, 22 (14), 11111132.Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior.

New York: Plenum.Diamantopoulos, A., & Winklhofer, H. (2001). Index construction with formative indica-

tors: An Alternative to scale development.Journal of Marketing Research, 38(2), 269277.Fang, X. W., Chan, S., Brzezinski, J., & Xu, S. (2006). Moderating effects of task types on wire-

less technology acceptance.Journal of Management Information Systems, 22(3), 123157.Fornell, C., & Larcker, D. F. (1981) Evaluating structural equation models with unobserv-

able variables and measurement error.Journal of Marketing Research, 18, 3950.Garcia-Macias, J. A., Rousseau, F., Berger-Sabbatel, G., Toumi, L., & Duda, A. (2003).

Quality of service and mobility for the wireless Internet. Wireless Networks, 9, 341352.

Ghani, J. (1991). Flow in human computer interactions: test of a model. In J. Carey (Ed.),Human factors in information systems: Emerging theoretical bases. Norwood, NJ: Ablex,pp. 291312.

Ghani, J. A., & Deshpande, S. P. (1994). Task characteristics and the experience of optimalflow in humancomputer interaction. The Journal of Psychology, 128(4), 381391.

Ho, S. Y., & Kwok, S. H. (2003). The attraction of personalized service for users in mobilecommerce: an empirical study.ACM SIGecom Exchanges, 3(4), 1018.

Hoffman, D. L., & Novak, T. P. (1996). Marketing in hypermedia computer-mediated envi-ronments: Conceptual foundations.Journal of Marketing, 60, 5068.

Kettinger, W., & Lee, C. (1995). Exploring a gap model of information services quality.Information Resources Management Journal, 8(3), 516.

Koivisto, M., & Urbaczewski, A. (2004). The relationship between quality of service perceivedand delivered in mobile internet communications. Information Systems and e-Business

Management, 2, 309323.Koufaris, M. (2002). Applying the technology acceptance model and flow theory to online

consumer behavior. Information Systems Research, 13(2), 205223.Lamming, M., Eldridge, M., Flynn, M., Jones, C., & Pendlebury, D. (2000). Satchel: Provid-

ing access to any document, any time, anywhere.ACM Transactions on ComputerHumanInteraction, 7(3), 322352.

Lee, Y. E., & Benbasat, I. (2004). A framework for the study of customer interface designform mobile commerce. International Journal of Electronic Commerce, 8(3), 79102.

Lee, Y., Kozar, K. A., & Larsen, K. R. T. (2003). The technology acceptance model: Past, present,and future. Communications of the Association for Information Systems, 12(50), 752780.


20/24


Levy, M. (2005). Evaluating digital entertainment system performance. IEEE Computer Soci-ety Press, 38(7), 6872.

Lin, C., Wu, S., & Tsai, R. (2005). Integrating Perceived Playfulness into expectationconfirmation model for web portal context. Information & Management, 42(5), 683693.

Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2007) WebQual: An instrument forconsumer evaluation of Web sites. International Journal of Electronic Commerce, 11(3),5187.

Long, M., & Mellon, C. (2004). Exploring the determinants of retail service quality on theInternet.Journal of Services Marketing, 18(1), 7890.

Lu, J., Liu, C., Yu, C. S., & Yao, J. E. (2003). Exploring the factors associated with wirelessInternet via mobile technology acceptance in mainland China. Communications of theInternational Information Management Association, 3(1), 101120.

Lu, J., Yu, C. S., Liu, C., & Yao, J. E. (2003). Technology acceptance model for wireless inter-net. Internet Research: Electronic Networking Applications and Policy,13(3), 206222.

Methlie, L. B., & Pedersen, P. E. (2005). Network effects and intrinsic attributes of mobile ser-vices: Mapping perceived service values on business model choices. Paper presented at the

Hong Kong Mobility Roundtable, 13 June, Hong Kong.Mittal, B., & Lassar, W. M. (1996). The role of personalization in service encounters.Journal

of Retailing, 72(1), 95109.Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context.

Information & Management, 38(4), 217230.Ng-Krlle, G., Swatman, P., Hampe, J. F., & Rebne, D. (2004). End-user perspectives on the

adoption of wireless applications: Price of convenience and a model for contextual anal-ysis. In The 15th Australasian Conference on Information Systems 2004 (ACIS04). Tasmania,Australia: Hobart.

Nysveen, H., Pedersen, P. E., & Thorbjrnsen, H. (2005). Intentions to use mobile services:Antecedents and cross-service comparisons.Journal of the Academy of Marketing Science,

33(3), 330346.Pagani, M. (2004). Determinants of adoption of third generation mobile multimedia

services.Journal of Interactive Marketing, 18(3), 4659.Pavlou, P. A., & El Sawy, O. A. (2005). From IT competence to competitive advantage in turbu-

lent environments: A dynamic capabilities model (Working paper). University of Californiaat Riverside.

Pedersen, P. E. (2005). Adoption of mobile Internet services: An exploratory study ofmobile commerce early adopters. Journal of Organizational Computing and ElectronicCommerce, 15(2), 203222.

Pedersen, P. E., & Nysveen, H. (2003, June). Usefulness and self-expressiveness: extendingTAM to explain the adoption of a mobile parking service. Paper presented at the 16thElectronic Commerce Conference, Bled, Slovenia.

Podsakoff, P. M., MacKensie, S. B., Lee, J-Y., & Podsakoff, N. P. (2003). Common methodbiases in behavioral research: A critical review of the literature and recommended rem-edies.Journal of Applied Psychology, 88(5), 879903.

Raisinghani, V. T., & Iyer, S. (2004). Cross-layer design optimizations in wireless protocolstacks. Computer Communications, 27, 720724.

Shang, R., Chen, Y., & Shen, L. (2005). Extrinsic versus intrinsic motivations for consumersto shop on-line. Information & Management, 42, 401413.

Smyth, B., & Cotter, P. (2004). MP3Mobile Portals, Profiles and Personalization. In M. Leveneand A. Poulovassilis (Eds.), Web Dynamics, Adapting to change in content, size, topology,and use (411434). Springer SMB, London.

Straub, D., Boudreau, M.-C., & Gefen, D. (2004). Validation guidelines for IS positivist

research. Communications of AIS, 13(24), 380427.


21/24

668 Tan and Chou

Sun, H., & Zhang, P. (2006). Causal relationships between perceived enjoyment and per-ceived ease of use: An alternative approach.Journal of Association of Information Systems,7(9), Article 24.

Teeni, D. (1989). Determinants and consequences of perceived complexity in human

computer interaction. Decision Sciences, 20, 166181.Teo, T. S. H., Lim, V. K. G., & Lai, R. Y. C. (1999). Intrinsic and extrinsic motivation in inter-net usage. OMEGA: International Journal of Management Science, 27, 2537.

Thompson, R., Barclay, D., & Higgins, C. (1995). The partial least squares approach tocausal modeling: personal computer adoption and use as an illustration. TechnologyStudies, 2(2), 284324.

Trevino, L. K., & Webster, J. (1992). Flow in computer-mediated communication. Communi-cation Research, 19(5), 539573.

Vallerand, R. J. (1997). Toward a hierarchical model of intrinsic and extrinsic motivation.Advances in Experimental Social Psychology, 29, 271374.

Van de Kar, E. A. M., Maitland, C., Wehn de Montalvo, U., & Bouwman, H. (2003). Designguidelines for Mobile Information and Entertainment Services Based on the Radio538

ringtunes i-mode service case study. Proceedings of the Fifth International Conference onElectronic Commerce, 414422.

Venkatesh, V., & Ramesh, V. (2002). Usability of Web and wireless sites: Extending theapplicability of the microsoft usability guidelines instrument. Information SystemsTechnical Reports and Working Paper. Retrieved June 2, 2005, from http://www.kelley.iu.edu/ardennis/wp/

Vlachos, P., & Vrechopoulos, A. (2005). Special issue on consumers' behavioral intentionsin the mobile internet services market. The Hermes Newsletter, ELTRUN, Athens Univer-sity of Economics and Business. Available at http:// www.eltrun.aueb.gr

Vlachos, P., Vrechopoulos, A.,& Doukidis, G. (2003). Exploring Consumer Attitudestowards Mobile Music Services. International Journal on Media Management, 5(2), 138148.

Wang, S. Y., & Lie, T. (2006). Understanding the adoption of mobile data services: From theperspective of theory of planned behavior. Proceedings of the Conference on ElectronicCommerce and Digital Life, 1314.

Webster, J., & Ho, H. (1997). Audience engagement in multimedia presentations. TheDATA BASE for Advances in Information Systems, 28(2), 6377.

Webster, J., Trevino, L. K., & Ryan, L. (1993). The dimensionality and correlates of flow inhumancomputer interactions. Computers in Human Behavior, 9(2), 411426.

Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: Dimensionalizing, measuring and predict-ing etail quality.Journal of Retail, 79(3), 183198.

Wu, J. H., & Wang, S. C. (2005). What drives mobile commerce? An empirical evaluation ofthe revised technology acceptance model. Information & Management, 42(5), 719729.

Yang, Z., & Jun, M. (2002). Consumer perception of e-service quality: From Internetpurchaser and non-purchaser perspectives.Journal of Business Strategies, 19(1), 1941.

Yoo, Y., & Alavi, M. (2001). Media and group cohesion: Relative influences on social pres-ence, task participation, and group consensus.MIS Quarterly, 25(3), 371390.

Zeithaml, V., Parasuraman, A., & Malhotra, A. (2000). A conceptual framework for under-standing e-service quality: Implications for future research and managerial practice.Marketing Science Institute Working Paper Series (Report No. 00-115).


22/24


APPENDIX

Auckland University of TechnologyResearch on Users Experience of

Mobile Information and Entertainment Services

Purpose

The objective of this questionnaire is to investigate users experience of the mobile information andentertainment services via mobile phones (PDA and Pocket PC are not included) in New Zealand.Participation will only take ten minutes and your response to this questionnaire will provide information forour study. All responses from the survey are anonymous and kept strictly confidential.Definition of Mobile Information and Entertainment Services (MIES)

Mobile information and entertainment services (MIES) may be defined as the delivery of informationand entertainment from specially formatted content sources (such as e-mail, MMS, SMS-basedservices, screen graphics and ring tone downloading, new, weather reports, and internet sitesetc) via the mobile telecommunication network to a mobile phone user.1. Which of the following applies to your mobile phone? (Please circle the one applicable)

a) WAP-enabled mobile phone or GPRS capable phoneb) 3G Mobile phonec) CDMA mobile phoned) None of these or Not Sure

2. Does your mobile phone provide a feature (for example: WAP) that allows you to access mobileinformation and entertainment services on your phone?

Yes No (Please tick one only)

3. Which of the following mobile information and entertainment services did you use most recently?

(Please circle one only)a) Mobile E -mailb) MMS (e.g. PXT)c) Information services(news, entertainment, sports, lifestyle etc)d) Download (music and tones, screen tattoos or java games etc)e) None of these services

4. Have you ever used SMS-based services on your mobile phone? (Examples: request information ofaccount balance, unused free minutes or sending/receiving text messages etc)

Yes No (Please tick one only)

If you have never used any of those services specified in Questions 3 and 4, you are NOT required to do thefollowing questions below. Please return the questionnaire back to instructor. Otherwise, please continue.

Questionnaire


23/24

670 Tan and Chou

The following questions relate to the Mobile Information and EntertainmentService (MIES) you have selected in Question 3. However, if you selected none ofthese services in question 3, you can use SMS-based services as a mobile informa-tion and entertainment service to answer the following questions.

Please indicate your agreement with the next set of statements by circling theappropriate number:

Item

Rating scale

StronglyAgree Neutral

StronglyDisagree

ExperimentationWhen using MIES it led me to new things

I did not think about1 2 3 4 5 6 7

When using MIES it provides related cuesfor other things that I could possiblydo on my mobile phone

1 2 3 4 5 6 7

Variety (of service)The MIES incorporates variety of visual

or sound elements1 2 3 4 5 6 7

The MIES incorporates varietyof presentation style

1 2 3 4 5 6 7

Perceived UsefulnessUsing MIES improves my task quality 1 2 3 4 5 6 7Using MIES improves the performance

of my task1 2 3 4 5 6 7

Using MIES enables me to accomplish tasks morequickly

1 2 3 4 5 6 7

Using MIES improves my task productivity 1 2 3 4 5 6 7Overall, I found MIES useful 1 2 3 4 5 6 7

Perceived Technology CompatibilitiesMy mobile phone is weak in capacity

(battery power, processing and storage memory)to fully utilize MIES

1 2 3 4 5 6 7

The display of my mobile phone is too small 1 2 3 4 5 6 7MIES provides strong roaming capabilities

to support mobility1 2 3 4 5 6 7

MIES provides interoperability to allow any mobilephones

1 2 3 4 5 6 7

The interfaces of the MIES applications are

easy to use

1 2 3 4 5 6 7

My mobile phone incorporates a varietyof visual/sound elements

1 2 3 4 5 6 7

The screen design of the mobile devicesis effective

1 2 3 4 5 6 7

Mobile devices have nice input featuresfor me to use MIES

1 2 3 4 5 6 7

The terminology used on MIES is easyto understand

1 2 3 4 5 6 7

The processing speed of my mobile phone is slow 1 2 3 4 5 6 7

(Continued)


24/24


Please provide information about your background for our study by answeringthe following questions. This survey is anonymous and confidentiality will bestrictly adhered.

Please circle the one that is applicable to you:

Item

Rating scale

StronglyAgree Neutral

StronglyDisagree

Perceived Ease of useLearning to use MIES would be easy for me 1 2 3 4 5 6 7My interaction with MIES is clear and

understandable1 2 3 4 5 6 7

It would be easy for me to become skilful at usingMIES

1 2 3 4 5 6 7

I find the mobile internet service easy to use 1 2 3 4 5 6 7

FeedbackWhen using MIES, it provides direct response to me 1 2 3 4 5 6 7When using MIES, it provides clear response to me 1 2 3 4 5 6 7

Personalization

When using MIES, I feels the services/informationI received is specific to my context

1 2 3 4 5 6 7

The MIES I received is customized for my need 1 2 3 4 5 6 7When using MIES I only receive relevant

information I need1 2 3 4 5 6 7

Perceived PlayfulnessWhen interacting with MIES I did not

realise time had elapsed1 2 3 4 5 6 7

When interacting with MIES, I often forgot the taskI was doing

1 2 3 4 5 6 7

Interacting with MIES lead to exploration 1 2 3 4 5 6 7When interacting with MIES I had fun 1 2 3 4 5 6 7

Interacting with MIES was enjoyable 1 2 3 4 5 6 7Over, I encountered a positive experience fromusing MIES

1 2 3 4 5 6 7

Content (of service)The layout of the MIES is easy to understand 1 2 3 4 5 6 7The information that can be provided by

MIES is enough1 2 3 4 5 6 7

Gender a) Male b) FemaleAge a) 20 or less b) 2130 c) 3140 d) 4150 e) 51 or aboveHighest education a) Primary school b) Secondary school c) Undergraduate

degree d) Postgraduate degreeComputer experience (years) a) 1 or less b) 23 c) 45 d) 67 e) 8 or aboveAverage time of using MIES

per weeka) None b) 1 or less c) 24 d) 57 e) 8 or above

Average time of using MIESper day

a) Never/almost none b) less than 1/2 hour c) 1/21hourd) 12hrs e) 23 hours f) more than 3 hours

Ethnic origin a) NZ European b)NZ Maori c) European d) Asian

e) Indian f) Other

jurnal 2 - the relationship between mobile

Documents