Towards a Successful Mobile Map Service: An Empirical Examination of Technology Acceptance Model

Abstract

The present study conducted structural equation modeling (SEM) analyses on data collected from 1,011 participants in order to examine the role of Technology Acceptance Model (TAM) in predicting mobile map service users' attitudes toward the service. Results from the analyses indicated that perceived mobility and perceived locational accuracy significantly influenced user acceptance and intention to use mobile map services via portable computing devices. In particular, increase in perceived mobility positively affected perceived usefulness while perceived locational accuracy also positively affected perceived usefulness and ease of use of using mobile map services. In addition, the present study revealed stronger effects of attitude on the behavioral intention to use than perceived usefulness, while the effects of perceived usefulness was stronger on attitude than perceived ease of use. Implications of notable findings and limitations are discussed. © Springer-Verlag Berlin Heidelberg 2012.