Abstract

There is a rapidly growing body of literature on mobile video calling, which is a promising communication technology; however, little research has focused on user acceptance of mobile video calling, especially in different use contexts. This study explored factors (especially perceived enjoyment) influencing the intention of users to employ video calling in different contexts (a work and a leisure context) by applying the technology acceptance model (TAM) combined with the theory of planned behavior. The revised research model differentiated external factors (subjective norms and personal innovativeness) from internal factors (perceived usefulness, perceived ease of use (PEU), perceived enjoyment, and intention to use mobile video calling). In addition, the current study investigated predictors of perceived enjoyment across these two contexts. With the use of a structured questionnaire, participants were divided in two groups and completed self-report measures related to one context; a total of 386 student respondents’ responses were analyzed. The results indicated that users’ intentions were directly predicted by their perceived enjoyment of video calling (β ≥ 0.35) and the call’s perceived usefulness (β ≥ 0.27) and PEU (β = 0.13, only for the leisure context), which jointly explained at least 55.6% of the variance in use intention. In addition to the effects of these predictors on mobile video calling use acceptance, an assessment of the moderating effects of different contexts indicated that perceived enjoyment played a more important role in influencing intention for the leisure context, while perceived usefulness appeared to be more important for the work context. This study’s findings are important in that they provide strong support for the necessity of distinguishing among different types of contexts when predicting users’ intentions to use video calling. Furthermore, the results showed that perceived enjoyment was most significantly influenced by perceived usefulness (β ≥ 0.61), followed by PEU (β ≥ 0.13). In summary, the roles of core TAM variables (especially perceived enjoyment and perceived usefulness) and of external factors (subjective norms and personal innovativeness) differed between the leisure and work contexts. The implications of these findings are discussed.

Highlights

  • Mobile value-added services have become an important resource that creates revenue for business providers

  • From the perspective of user acceptance, we examined the effects of perceived usefulness, PEU, perceived enjoyment, subjective norms, and personal innovativeness on mobile video calling via the proposed research model

  • Perceived usefulness and perceived enjoyment jointly determined the behavioral intention to use video calling in both the work context and the leisure context

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Summary

Introduction

Mobile value-added services (e.g., web games, chat rooms, e-mail, and online payments) have become an important resource that creates revenue for business providers. One of these companies’ aims is to attract new subscribers and retain old ones. Juniper Research forecasted that video calling (i.e., Skype) users alone are expected to increase by over 130 million by 2018. This figure does not include messaging, push-to-talk or audio calling options (Nay, 2014). Video calling is not a common occurrence in the daily lives of most users; overall, Chinese Internet users are familiar with video communication via instant messaging services, such as QQ (Internet Data Center, 2013)

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