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@inbook{717746, author = {Okazaki, Shintaro and Škapa, Radoslav and Grande, Ildefonso}, address = {Oxford, Amsterdam, San Diego}, booktitle = {Advances in International Marketing}, edition = {1.}, keywords = {buyer behaviour; cross-cultural comparison}, language = {eng}, location = {Oxford, Amsterdam, San Diego}, isbn = {978-0-7623-1412-6}, pages = {253-270}, publisher = {Elsevier Ltd.}, title = {Global Youth and Mobile Games: Applying the Extended Technology Acceptance Model in the U.S.A., Japan, Spain, and the Czech Republic}, year = {2007} }
TY - CHAP ID - 717746 AU - Okazaki, Shintaro - Škapa, Radoslav - Grande, Ildefonso PY - 2007 TI - Global Youth and Mobile Games: Applying the Extended Technology Acceptance Model in the U.S.A., Japan, Spain, and the Czech Republic VL - Volume 18: Cross-Cultural Buyer Behavior PB - Elsevier Ltd. CY - Oxford, Amsterdam, San Diego SN - 9780762314126 KW - buyer behaviour KW - cross-cultural comparison N2 - The global mobile game industry expects spectacular growth in the coming years. Ubiquitous entertainment has been drawing much attention from the "global youth" segment, which seeks innovative, efficient, and enjoyable pastimes. However, little is known about the adoption behavior of mobile games across cultures. This study aims to fill this gap, by examining the factors influencing mobile game adoption in the U.S.A., Japan, Spain and the Czech Republic. The technology acceptance model has been extended, by incorporating two variables: inherent novelty seeking and social norms. Our research model received stronger support from the U.S. and Japanese samples, indicating that the hedonic component mediates novelty seeking and attitude, while novelty seeking mediates ease of use and attitude. In closing, after recognizing important limitations, we discuss the managerial and theoretical implications. ER -
OKAZAKI, Shintaro, Radoslav ŠKAPA and Ildefonso GRANDE. Global Youth and Mobile Games: Applying the Extended Technology Acceptance Model in the U.S.A., Japan, Spain, and the Czech Republic. In \textit{Advances in International Marketing}. 1st ed. Oxford, Amsterdam, San Diego: Elsevier Ltd., 2007, p.~253-270. Volume 18: Cross-Cultural Buyer Behavior. ISBN~978-0-7623-1412-6.
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