Information Technology Reference
In-Depth Information
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The user should be given a clear descrip-
tion of the possibilities that the service
would facilitate in his/her everyday life.
Platzer (2009) points out that current technology
acceptance research is limited to surveys as the
main data gathering method. TAMM as a design
tool supports various data gathering methods.
After the publishing of the Technology Ac-
ceptance Model for Mobile Services, other mobile
specific technology acceptance models have been
published. Those recent models highlight some
complementary issues compared to TAMM. Mal-
lat et al. (2009) were using a TAM-based research
model for studying mobile ticketing. Their model
is using Ease of use and Perceived usefulness from
the original TAM, and complements them with
Compatibility. These three factors affect directly
to Use intention, whereas Mobility and Perceived
usefulness affect Use intention also via Use con-
text. Mallat et al. concluded that use context was
a significant determinant for consumers' intention
to use a mobile ticketing service. Furthermore, use
context fully mediated the effect of mobility and
usefulness on use intention. In the study by Mallat
et al. compatibility was the most important adop-
tion determinant. It implied that consumers want to
get additional options to existing practices rather
than substitutes and dramatic changes. Mallet at
al concluded that compatibility of mobile services
with users' habits and their ways to access and use
services with the mobile phone can be considered
as a precondition for service adoption and therefore
independent of context. When comparing these
results to TAMM, compatibility is related to the
Ease of adoption, especially fitting new services
to existing usage cultures. The affect of context
is important issue for future research. Actually
all TAMM acceptance factors may be mediated
through the usage context.
Kuo and Yen (2009) have studied user ac-
ceptance of 3G mobile value-added services
in Taiwan. They emphasise in their acceptance
model personal innovativeness. They define in-
novativeness according to Rogers (1995) as the
degree of interest in trying a new thing, a new
concept or an innovative product or service. In the
model by Kuo and Yen, Personal Innovativeness
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The installation should be effortless, even
on the move. Services should increasingly
be provided as disposable packages: easy
to find, take into use, use and get rid of
when no longer needed.
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The services should fit into existing us-
age cultures but they should also provide
a basis for user innovations and new usage
cultures.
Because of the quality of the case study ma-
terial, the design principles cover best mobile
information services targeted at consumers. For
other kinds of services, the Technology Accep-
tance Model for Mobile Services as well as the
design implications can certainly be used as a
starting point, but they may need to be revised.
In the following, four case studies illustrate how
TAMM can be used as a design and evaluation
framework in practice.
RELATED RECENT RESEARCH
Platzer and Petrovic (2010) and Platzer (2009)
report a review of user acceptance research in the
area of mobile services. The main criteria in their
research has been scientific rigor and practical
relevance. TAMM was unfortunately not included
in their review. Platzer and Petrovic (2010) con-
clude that TAM is still the most often used model
to explain technology acceptance. Based on the
review, they claim that results of technology ac-
ceptance research are mostly prepared to other
researchers. The results are rarely communicated
to practioners who could use them for the actual
design. TAMM is addressing this concern as the
aim has been from the very beginning to define
TAMM as a design framework that would help
in the design process of mobile services both as
design guidelines and as an evaluation framework.
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