|dc.description.abstract||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 reliability and validity in the measurement model and examine causal relationships
among the constructs in the structural model.
Findings – The results show that social inﬂuence affects individual knowledge and perceptions of the
service (perceived usefulness, perceived ease of use, and perceived enjoyment) and successively
inﬂuences the individual intention to use the free voluntary service. This study indicates that the
intrinsic value of perceived enjoyment has a greater impact than the extrinsic value of perceived
usefulness in terms of its effect on individual intention to use a free voluntary service. In addition, the
effect of perceived usefulness of alternative systems should be taken into account when using perceived
usefulness from the technology acceptance model to predict individual’s technology adoption decisions
under the free voluntary setting.
Originality/value – This study ﬁlls the gap in the technology adoption literatures regarding the free
voluntary service adoption based on social inﬂuence, individual knowledge, and individual perceptions
of technology. It assists academics to understand the drivers of technology acceptance under the free
voluntary setting and provides guidance for organizations to increase users’ acceptability of their free