Analyzing Moderating Effects of WiBro User Experiences

• Bong Gyou Lee,
• Ki Youn Kim,
• Jae Sung Song,

Vol. 5, No. 1, January 30, 2011
10.3837/tiis.2011.01.010, Download Paper (Free):

• Wireless broadband (WiBro)
• wireless communication service
• UTAUT
• user acceptance
• Moderating Effect
• nomadic user

Abstract

The purpose of this study is to explore the determinants of actual demand for wireless broadband (WiBro) services in Korea. To this end, this study identifies conceptual definitions of diverse latent variables and determines the significance of the causal relationship between independent and dependent variables. It then presents the nomadic user concept by testing the moderator effect. This study also proposes a revised Unified Theory of Acceptance and Use of Technology (UTAUT) model, which is an appropriate model for wireless communication services and users’ attributes. Prior research has concentrated exclusively on the Technology Acceptance Model (TAM) based on future potential users. Compared to previous studies, the current research model and analysis results are useful in not only academic but also industry contexts.

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