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- W124638338 abstract "The current research conducts an empirical study for the 3G mobile phone users within the context of Taiwan to examine the factors that affect users adopting MRTLBAS. The empirical research model is developed based on technology acceptance model and innovation diffusion theory. According to 336 valid samples, the research results indicate that (1) perceived compatibility shows a significant impact on perceived usefulness, perceived ease of use and perceived playfulness; (2) impact of trialability on behavioral intention shows insignificantly while other variables show significantly. This implies that 3G users perceive that trying MRTLBAS will not be likely an important factor that attracts their use intention; instead they care more about the usefulness, ease of use, and even enjoyment; (3) perceived playfulness both significantly affects perceived ease of use and behavioral attitude, implying that improving the playfulness of MRTLBAS will be likely to positively improve uses’ attitude and the ease of use. Implications and suggestions for the MRTLBAS are also addressed." @default.
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- W124638338 date "2013-09-06" @default.
- W124638338 modified "2023-09-23" @default.
- W124638338 title "Adoption Intention of Mobile Real Time Location-Based Advertising Service for 3G Cell Phone Users in Taiwan" @default.
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- W124638338 doi "https://doi.org/10.1007/978-94-007-7287-8_9" @default.
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