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