Analyzing User´s Intention and Innovation Diffusion of Smartphones

This study aims to examine effects of Innovation Diffusion Model and uses and gratifications Perspectives on smartphone user´s intention in the ubiquitous circumstances. To verify their effects, this study develops a research model which includes three Innovation Diffusion variables and one individual innovativeness variables as an independent variables, three the uses and gratifications variables as a moderate variables and user intention variable as a dependent variable. This study also explores interaction effects of Innovation Diffusion model and the uses and gratifications model on customers´ purpose of use under ubiquitous environment. The results of a survey revealed that Relative advantages & Compatibility, Innovativeness, Information motive, and Symbolic value variables anticipated the smartphone user´s intention in the ubiquitous environment. In the interaction effects between two models, the results show that some variables have the relationships at a statistically significant. The implications of these results are also discussed.