Exploring consumer adoption of mobile entertainment: An empirical analysis

Mobile Entertainment is increasing as recent advances in mobile terminal, mobile technologies and mobile commerce. Understanding the determinants of consumer adoption of Mobile Entertainment will provide important theoretical contributions to this field and lead to the development of Mobile Entertainment Services. This paper tries to explore the factors of impacting m entertainment users´ behavior. According to characteristics of this service, we proposed a research model which examines the factors that determine consumer acceptance of Mobile Entertainment. Our research model is based on the technology acceptance model (TAM), the Innovation Diffusion Theory (IDT) and the Network Externality Theory. The significant support for the model was found in the data collected from a survey of 195. This study also implies that perceived entertainment and perceived cost are two crucial factors impacting users´ attitude.