Global Youth and Mobile Games: Applying the Extended Technology Acceptance Model in the U.S.A., Japan, Spain, and the Czech Republic

Abstract

The global mobile game industry expects spectacular growth in the coming years. Ubiquitous entertainment has been drawing much attention from the “global youth” segment, which seeks innovative, efficient, and enjoyable pastimes. However, little is known about the adoption behavior of mobile games across cultures. This study aims to fill this gap by examining the factors influencing mobile game adoption in the U.S.A., Japan, Spain, and the Czech Republic. The technology acceptance model has been extended by incorporating two variables: inherent novelty seeking and social norms. Our research model received strong support from the American and Japanese samples. However, only modest support was found for the Czech sample. In closing, after recognizing important limitations, we discuss the managerial and theoretical implications.

Citation

Okazaki, S., Skapa, R. and Grande, I. (2007), "Global Youth and Mobile Games: Applying the Extended Technology Acceptance Model in the U.S.A., Japan, Spain, and the Czech Republic", Taylor, C.R. and Lee, D.-H. (Ed.) Cross-Cultural Buyer Behavior (Advances in International Marketing, Vol. 18), Emerald Group Publishing Limited, Leeds, pp. 253-270. https://doi.org/10.1016/S1474-7979(06)18011-4