Understanding individual adoption of mobile instant messaging: a multiple perspectives approach

Use of mobile instant messaging has grown tremendously in the last few years, and is positioned as a platform for mobile business. This study aims to explore how an individual’s intention to use mobile instant messaging is influenced by technical and individual characteristics as well as social influence factors. A research model based on perceived usefulness and perceived enjoyment, including technical characteristics (ease of use and convenience), individual characteristics (computer playfulness and personal innovativeness), and social influence factors (perceived critical mass and identification) was developed. The model was empirically analyzed using structural equation modeling with data from mobile instant messaging service users in Korea. The results indicate that most of the proposed technical characteristics, individual characteristics, and social influence factors have impacts on perceived usefulness and/or perceived enjoyment, which form the intention to use mobile instant messaging. Our findings provide strategic guidelines for service providers with respect to the development and operations of mobile instant messaging.