英文摘要 |
This study integrates the technology-acceptance model (TAM) and Diffusion of Innovation to estimate user attitudes towards the mobile Internet. Moreover, the study compares the results of the extended TAM in the cross-culture dimensions of masculine and uncertainty avoidance. A total of 306 self-administered questionnaires were gathered in China and 454 self-administered questionnaires were collected in Taiwan. This study identifies the differences of structural weights by referencing two-group analysis of structural invariance. Analytical results indicate that the extended TAM explains effectively the acceptance of the mobile Internet, and that masculine and uncertainty avoidance significantly moderate the extended TAM. These results can help managers and engineers allocate resources effectively, formulate marketing strategies, and design the functionality and interface properties of mobile Internet applications. |