This study plans to investigate factors that influence individual users’ adoption of smart phone services. A research model is developed based on Technology Acceptance Model (TAM) and Diffusion of Innovations Theory to include utilitarian, emotional, personal and social factors. Drawing from previous studies, we propose that there are direct and indirect influences among personal innovativeness, social influence, perceived ease of use, perceived enjoyment, perceived usefulness and eventually intention to adopt smart phone services. The model will be empirically tested with a survey. Theoretical and practical implications are discussed.



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