A modified technology acceptance model for analyzing the determinants affecting initial and post intention to adopt mobile technology in Thailand

Abstract

The Internet technology and mobile market have entered a significant growth stage in recent years. It has been estimated that the global mobile market is set to expand to over 800 million customers by 2010 and reach the 2 billion mark in 2008. Additionally, the number of wireless Internet users will reach 800 million by 2007. With the rapid growth in the mobile technology market, understanding the users’ behaviors will provide invaluable information for manufacturers, operators, and researchers alike.

Accordingly, this study applies a Modified Technology Acceptance Model to examine mobile phone users’ behaviors in Thailand. The purpose of this study are to examine: (1) the causal relationships among the determinants such as usefulness, ease of use, self-efficacy, subjective norm, word of mouth, and mass advertising on the initial intention to adopt mobile phone in Thailand; (2) the relationship between satisfaction determinants and the post intention to continue using mobile phones; and (3) the comparative results of the research between South Korea as a technology leader and Thailand as a technology follower.