Factors affecting tablet computer users’ intention to purchase mobile applications

• Sangwon Lee

  Kyung Hee University

• Eun-A Park

  Pennsylvania State University

• Moonhee Cho

  University of Tennessee

• Bumsub Jin

  Hongik University

Using data from a national survey conducted in the United States, we examined factors affecting tablet computer users’ intention to purchase mobile applications, using an extended model based on the unified theory of acceptance and use of technology. Participants were 316 tablet users, who completed measures of performance expectancy, effort expectancy, social influence, facilitating conditions, perceived enjoyment, perceived mobility, perceived interactivity, and purchase intention. The results suggested that expectations of the effort required and social influence helped to explain tablet computer users’ intention to purchase mobile applications. Further, perceived enjoyment and perceived interactivity tended to increase intention to purchase tablet computer applications. These results imply that many tablet users perceive tablet computers as multimedia and entertainment devices.

1. Sangwon Lee, Kyung Hee University

   Department of Journalism and Communication

2. Eun-A Park, Pennsylvania State University
   Institute for Information Policy
3. Moonhee Cho, University of Tennessee

   School of Advertising and Public Relations, College of Communication and Information

4. Bumsub Jin, Hongik University
   School of Advertising and Public Relations

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