Abstract

This report is the result of my summer project at academic year 2001. The focus of this project is to investigate the individual's acceptance of Multimedia Message Service (MMS). In order to have an insight understanding of MMS adoption, I proposed an integrated conceptual model to describe and predict individual's attitude and intention towards using multimedia message service. Technology Acceptance Model is used and I sought to extend it by investigating the impact of perceived playfulness on the user's acceptance of this 3G featured wireless telecommunication innovation. Also, because MMS can be seen as a brand new communication channel, media richness theory is adopted to investigate the influence of perceived media richness on individual's perceptions on MMS. This modified model is preliminary tested by the pilot study using a small sample-60 of research students and undergraduate students in a local university. Study finding indicates that the instrument used in this research is good enough to test the fit of the model. This project can been seen as one exploratory work in finding if the famous TAM model is applicable in this new context and if other distinct factors can also been added to increase the model's explaining power. The limitation of this project and future direction are also discussed.

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