Title:	A STUDY ON MOBILE GAME ADOPTION UNDER HPI (HIGH-SPEED PORTABLE INTERNET) ENVIRONMENT
Author(s):	Young Seog Yoon , Im Sook Ha , Mun-kee Choi
ISBN:	972-99353-0-0
Editors:	Pedro Isaías and Nitya Karmakar
Year:	2004
Edition:	1
Keywords:	Mobile game, HPi, extended TAM, perceived enjoyment, subjective norm.
Type:	Full Paper
First Page:	244
Last Page:	253
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	Mobile game is considered as one of the emerging mobile services in recent years. A number of mobile game companies have been established and on-line game providers have also attempted to enter the mobile game market. Mobile game market value is increasing remarkably and the number of players is rapidly growing. Nevertheless, usage rate of mobile game is under expectation in Korea. The reasons are supposed to be resource limitation of adequate mobile devices and high network usage fee. MIC (Ministry of Information and Communication in Korea) will allow telecommunication service providers to utilize 2.3-GHz frequency to the public. HPi is expected to resolve price burden of mobile game. More specifically, mobile game service providers would be able to make network-based mobile game without concerning about network usage fee. This study extends Technology Acceptance Model (TAM) to mobile game under HPi environment. We examined perceived usefulness, perceived ease of use, flow experience, perceived enjoyment, perceived attractiveness, subjective norm and their effects on attitude toward using, and intention to use. We evaluated the proposed model using survey data collected from 479 potential users in order to figure out the critical predictors, which can explain mobile game adoption behavior under HPi. The results show that perceived enjoyment and subjective norm are major determinants affecting a user’s acceptance of mobile game under HPi. Comparing with prior researches applying TAM to IT adoption, the effect of perceived enjoyment, subjective norm, and perceived attractiveness is notably strong and the role of perceived usefulness and perceived ease of use is weak in this study.
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