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    Intention to Use a Free Voluntary Service: The Effects of Social Influence, Knowledge and Perceptions 

    Boonlert Watjatrakul (2013)

    Purpose – This empirical study aims to understand the interrelationship among the key technology adoption factors including social influence, individual existing knowledge, and individual perceptions of technology (i.e. usefulness, ease of use, and enjoyment) and their effects on individual intention to use a free voluntary service. Design/methodology/approach – The survey method is employed to collect data from universities offering the free mobile messaging service. A structural equation modeling analysis technique is used to analyze data ...