Modeling the stimulators of the behavioral intention to use mobile entertainment: Does gender really matter?

This research aims to empirically examine the stimulators that influence consumers' behavioral intention to use (IU) mobile entertainment (ME) in Malaysia. The proposed stimulators are perceived usefulness (PU), perceived ease of use (PEOU), social influence (SI), perceived self-efficacy (PSE) and perceived enjoyment (PE). PU and PEOU were derived from TAM, SI was taken from the TRA, TPB and DOI model, PE was obtained from the extended-TAM model and PSE was taken from Bandura's theory. This is among the first study that uses a model consisting of integrated constructs from TAM, extended-TAM, TRA, TPB, DOI and Bandura's theory in predicting acceptance of ME. Empirical data were analyzed by employing Structural Equation Modeling (SEM) analysis. Gender moderating effect was examined via multiple group analysis (MGA). The findings revealed that PU, PEOU, SI and PE are positively associated with consumer IU of ME. Surprisingly, there were no significant moderating effects of gender. The control variables (i.e. age, marital status, education level, number of mobile phone and experience) were found to have no confounding effects on the ME adoption. The findings have contributed theoretical and managerial implications to ME providers, mobile phone manufacturers, the music, movie and gaming industry players. (C) 2013 Published by Elsevier Ltd.