Global Youth and Mobile Games: Applying the Extended Technology Acceptance Model in the U.S.A., Japan, Spain, and the Czech Republic
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| Year of publication | 2007 |
| Type | Chapter of a book |
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| Description | The global mobile game industry expects spectacular growth in the coming years. Ubiquitous entertainment has been drawing much attention from the "global youth" segment, which seeks innovative, efficient, and enjoyable pastimes. However, little is known about the adoption behavior of mobile games across cultures. This study aims to fill this gap, by examining the factors influencing mobile game adoption in the U.S.A., Japan, Spain and the Czech Republic. The technology acceptance model has been extended, by incorporating two variables: inherent novelty seeking and social norms. Our research model received stronger support from the U.S. and Japanese samples, indicating that the hedonic component mediates novelty seeking and attitude, while novelty seeking mediates ease of use and attitude. In closing, after recognizing important limitations, we discuss the managerial and theoretical implications. |