The role of emotion in hi-tech product adoption: The case of WCDMA in Korea

The purpose of this study is to examine and extend the technology acceptance model (TAM) to the emotional factor of a customer such as 'perceived enjoyment' in hi-technology product adoption. The addition of perceived enjoyment to the traditional TAM with only perceived usefulness and perceived ease-of-use will explain better the use of general hi-technology products that most of us come in contact daily. The model is tested using data of 600 cellular phone users in Korea. This study emphasises that the addition of perceived enjoyment to the traditional TAM with only perceived usefulness and perceived ease-of-use will explain better the use of general hi-technology products that most of us come in contact daily. The result shows that the role of perceived enjoyment is critical to the intention to use a hi-technology product.