Year of Publication: Jul - 2013
Page Numbers: 31-39
Authors: Saleh Alwahaishi, Václav Snášel
Conference Name: The Third International Conference on Digital Information and Communication Technology and its Applications (DICTAP2013)
- Czech Republic


The Internet and mobile technology, the two most dynamic technological forces in modern information and communication technologies are converging into one ubiquitous mobile Internet service, which will change our way of both doing business and dealing with our daily routine activities. There is no doubt that the mobile Internet service is moving toward the new generation on which enables mobile users to enjoy a variety of new and upgraded multimedia mobile services. This research composes a new hybrid theoretical framework to identify the factors affecting the acceptance and use of mobile in a consumer context. The proposed model incorporates eight constructs: performance expectancy, effort expectancy, facilitating conditions, social influences, perceived value, perceived playfulness, attention focus, and behavioral intention. Individual differences—namely, age, gender, and experience—are hypothesized to moderate the effects of behavioral intention towards the use of mobile Internet. Data collected online from respondents in Saudi Arabia were tested against the research model, using the structural equation modeling approach. The proposed model was mostly supported by the empirical data. It was found that performance expectancy and perceived playfulness have the strongest significant effect on the behavioral intentions towards the use of mobile Internet.