An Empirical Study on Mobile Web Browsing Service Adoption in Korea

Mobile web browsing services bring the full PC browsing experience to customer's mobile handsets which have been emerged. This study is to investigate the intention to use mobile web browsing based on Technology Acceptance Model (TAM) which has been widely used to explain and predict the IT acceptance and incorporated with self-efficacy which was identified as an important determinant of user's new technology adoption in recent literature on technology acceptance. Specifically, from a theoretical perspective, this study is not only clarifies mobile self-efficacy, but also develops an instrument to measure the concept of mobile self-efficacy. The results indicate that both internet self-efficacy and mobile self-efficacy directly influence perceived ease of use. And the findings indicate that perceived ease of use and usefulness have direct effects on attitude and then it is positively associated with intention to use mobile web browsing. Additional theoretical and practical implications of these findings are also discussed in the paper.