Abstract
There is a growing body of research into mobile information and entertainment services in recent years. Using an extended Technology Acceptance Model perspective, this study explored the effect of mobile service quality and its compatibility to mobile technology on users' perceived playfulness toward these services. Mobile Service Quality and Perceived Technology Compatibility were found to influence users' Perceived Playfulness. Furthermore, Perceived Technology Compatibility significantly mediated the relationship between Mobile Service Quality and Perceived Playfulness. This suggests that service attributes need to be aligned with mobile phone functionalities to enhance user's Perceived Playfulness. In addition, Perceived Usefulness, Ease of Use, and Personalization are the three most important service quality aspects that influenced Perceived Playfulness.
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