Toward an understanding of the behavioral intention to use mobile Internet

The penetration of cellular phone has already exceeded 100% of total population in Taiwan China, and this fast evolving trend has shifted consumer's behavior and creates an enormous mobile Internet market. Mobile Internet provides the advantage of flexible information exchange of Internet and the convenience of mobile communications, and has been expected the driving force of next generation wireless communications. However the potential benefits of mobile Internet industry are far from being fully realized due to the lack of user acceptance. While there are studies show the relevance antecedents and positive impact of mobile Internet usage, very few have looked into users' perception of the mobile Internet and their motivation to use it. The technology acceptance model (TAM) is considered one of the most promising models of individual perception of specific technology. Therefore, this study examines key determinants of acceptance toward mobile Internet. The customization level of services and contents of value-added are specified in term of exogenous variables to elucidate user's intention to use mobile Internet. Data gathered from 212 college student yields strong support for the conceptual model. The results reveal that the higher level of customization causes the higher acceptance of mobile Internet, while value-added contents have positively influence acceptance to use mobile Internet. The implications of these findings for researchers and practitioners are discussed.