Evaluation of functionality and added value factors to the usage on mobile telecommunication services

Purpose - A view point of other aspect that identifies the reasons why the acceptance or adoption of mobile services are a key factors for the success of different dimensions involved in the mobile telecommunication industry. And the prevalence of mobile services can be represented as not only being dependent on technology enhancement. The Technology Acceptance Model(TAM) and its extended models are much related with the user intention studies. This paper purpose to provide a brief understanding of usability and its extended models with TAM as well as in determining additional determinants which had been suggested in previous works for mobile services. Research design, data, and Methodology - Empirical data was collected by conducting an field survey of potential mobile application service users. In order to increase the response rate from mobile application service users, mobile application users are relatively young and generally well educated students. Therefore, the call for participation was also made in mobile-related application issues were widely discussed. Result - The effect of perceived ease of use on perceived usefulness. This result is consistent with those of previous studies. It also implies that mobile service providers need to consider the ease of use of services when identifying the application with added value services that can offer practical values to customers. The effect of usefulness and ease of use on attitude. Both of them had significantly positive influence on attitude. Thus, customers adopt more positive attitudes toward adoption of services when they perceive higher usefulness and ease of use of mobile application added value services, Conclusion - In this study, result is consistent with the finding of technology acceptance model. This study indicates that customers who are more inclined to try new products or who have a higher demand for new things think about that functionality and added value mobile application services are usefu