Thong, J.Y.L., Venkatesh, V., Xu, X., Hong, S-J., and Tam, K.Y.
IEEE Transactions on Engineering Management, 58, 2011, 613-625.

In today's information and communication technology (ICT)-enabled service economy, there is great interest in digital service management. While the extant technology acceptance research has mainly studied user acceptance of various ICTs, there is a dearth of research on consumer acceptance of personal ICT services. In this paper, we extend the unified theory of acceptance and use of technology to the context of ICT services by examining the moderating role of ICT service type. We tested the proposed model in a large-scale survey of 4777 consumers, including both potential and current consumers of mobile data services (MDS), of two different types of MDS: communication and infotainment services. The results strongly supported the model with service type moderating the key relationships. The findings have theoretical and practical implications for digital service management in particular and service science in general.

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