A Comparative Cross-temporal Study on the Acceptance of Multiple Mobile Entertainment Services among Young Japanese Users

This study aims to understand how mobile usage in Japan access mobile entertainment services (MES) among young users. This article examined a cross-temporal analysis of behavioral intention factors by a combined technology acceptance model and the theory of planned behavior model (TAM-TPB). By using the factors of perceived value, perceived behavioral control, subjective norm and attitude, we analyzed two sets of data: (1) Japan in 2014; and (2) Japan in 2009. Results show that perceived value has an indirect effect on the intention to use via attitude for Japan in 2009, but perceived behavioural control was a significant predictor for behavioural intention to use MES in Japan 2014. That indicates that the usage behaviour of MES has differences across different time periods (Japan 2009 and Japan 2014). The results suggest that mobile companies need to strengthen their organizational and technical support systems and improve service quality and affordability to encourage young consumers to use MES.