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 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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Basic information
Original name Global Youth and Mobile Games: Applying the Extended Technology Acceptance Model in the U.S.A., Japan, Spain, and the Czech Republic
Name in Czech Mládí lidé a mobilní hry: aplikace rozšířeného TAM modelu na chování zákazníků v USA, Japonsku, Španělsku a ČR
Authors OKAZAKI, Shintaro (392 Japan), Radoslav ŠKAPA (203 Czech Republic, guarantor) and Ildefonso GRANDE (724 Spain).
Edition 1. vyd. Oxford, Amsterdam, San Diego, Advances in International Marketing, p. 253-270, 18 pp. Volume 18: Cross-Cultural Buyer Behavior, 2007.
Publisher Elsevier Ltd.
Other information
Original language English
Type of outcome Chapter(s) of a specialized book
Field of Study 50200 5.2 Economics and Business
Country of publisher United Kingdom of Great Britain and Northern Ireland
Confidentiality degree is not subject to a state or trade secret
RIV identification code RIV/00216224:14560/07:00032013
Organization unit Faculty of Economics and Administration
ISBN 978-0-7623-1412-6
Keywords in English buyer behaviour; cross-cultural comparison
Tags buyer behaviour, cross-cultural comparison
Tags International impact, Reviewed
Changed by Changed by: doc. Ing. Radoslav Škapa, Ph.D., učo 10072. Changed: 7/8/2007 14:02.
Abstract
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.
Abstract (in Czech)
Kapitola představuje výsledek empirického šetření mezi studenty z několika zemí světa na téma hraní her na mobilním telefonu. Pro vysvětlení chování studentů byl využit upravený model TAM - Technology Acceptance Model.
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