{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,6,17]],"date-time":"2026-06-17T16:39:56Z","timestamp":1781714396948,"version":"3.54.5"},"reference-count":28,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2005,4,1]],"date-time":"2005-04-01T00:00:00Z","timestamp":1112313600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2005,4,1]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>The increasing number of M\u2010internet subscribers and the fast growing revenue proves the great potential of M\u2010internet as well as the enormous business opportunity in Korea. The success in this business is dependent on understanding the concerns of customers and identifying the factors that promote the use of M\u2010internet. Thus, this paper aims to examine the human motivations underlying individual behavioral intention to use M\u2010internet in Korea.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>Employs TAM (technology acceptance model) as the base model and develops a more comprehensive version of TAM to better reflect M\u2010internet context. The model employs perceived playfulness, contents quality, system quality, internet experience and perceived price level, in addition to perceived usefulness and ease of use. Investigates the causal relationships among the constructs used in this revised TAM and identifies the direct and indirect causal role of the constructs in developing the intention to use M\u2010internet.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>Finds that attitude toward M\u2010internet is the most significant factor in predicting the behavioral intention to use M\u2010internet. Also identifies the positive role of the perceived playfulness and the negative role of perceived price level in developing the attitude as well as the intention. The positive causal relationships of \u201cperceived contents quality \u2013 perceived usefulness\u201d, \u201cperceived system quality\u2013 perceived usefulness\u201d and \u201cinternet experience\u2013perceived ease of use\u201d were also witnessed.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>Considering the explosive growth of the M\u2010internet market, well\u2010established business strategy in M\u2010internet will deliver great success to the mobile operators. Thus, understanding comprehensive causal relationship among the constructs used in this revised TAM would help managers to better implement the strategic ramifications in promoting M\u2010internet.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>Develops a more comprehensive version of TAM to better reflect M\u2010internet context in Korea, adding five new constructs and identifies the role of the construct in promoting the use of M\u2010internet.<\/jats:p><\/jats:sec>","DOI":"10.1108\/10662240510590324","type":"journal-article","created":{"date-parts":[[2005,4,18]],"date-time":"2005-04-18T07:41:31Z","timestamp":1113810091000},"page":"125-140","source":"Crossref","is-referenced-by-count":338,"title":["Mobile internet acceptance in Korea"],"prefix":"10.1108","volume":"15","author":[{"given":"Je","family":"Ho Cheong","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Myeong\u2010Cheol","family":"Park","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"key":"key2022032120360738800_b1","doi-asserted-by":"crossref","unstructured":"Agarwal, R. and Karahanna, E. 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