Multimedia Messaging Service acceptance of pre- and post-adopters: a sociotechnical perspective

Multimedia Messaging Service (MMS) may be one of the killer applications in mobile internet. While past studies using Technology Acceptance Model (TAM) to predict acceptance behaviour from a technology perspective, little is known about the report of social perspective on the acceptance behaviour. This study presents an extended TAM that integrates the social influence theory, Perceived User Resource into the TAM to investigate what determines the MMS acceptance of pre- and post-adopters. The proposed model was empirically tested using a data collected from a survey of 238 MMS pre- and post-adopters. The findings indicate that pre-adopters were mainly attracted by technological factors, whereas post-adopters were influenced by social determinants. The result suggests that the practitioner should make efforts to societal as well as technological motivation.