Examining adoption of mobile internet in Saudi Arabia: Extending TAM with perceived enjoyment, innovativeness and trust.

Abstract Mobile internet represents a breakthrough technology that has derived much attention from mobile organizations and services providers in the Kingdom of Saudi Arabia (KSA). ¹ However, the level of acceptance of mobile internet in the KSA is still below the level of ambition. This is in addition to the fact that there is a considerable need to discover the main factors shaping Saudi customers' intention and adoption of such a mobile system. For this reason, this study is conducted in the hope of providing further understanding about the adoption of mobile internet in the KSA. The extension version of Technology Acceptance Model TAM ² with perceived enjoyment was adopted as a theoretical foundation of the current study model. This was expanded by considering two additional factors: innovativeness and trust. The main empirical data collected through questionnaires was analysed using structural equation modelling (SEM). ³ Perceived usefulness, perceived enjoyment, trust, and innovativeness are statistically supported to have a significant impact on the Saudi customer intention to adopt mobile internet. Further discussion regarding the main contribution as well as research limitations and future directions are presented at the end of this paper. Highlights • Mobile Internet has received less attention by researchers in Saudi Arabia. • This study provides the understanding on adoption of Mobile Internet in Saudi Arabia. • The study extended Technology acceptance model with trust, enjoyment and innovativeness. • The validated model predicted 51% of variance in behavioural intention. • Perceived ease of use was the only variable that was found non-significant on behavioural intention. [ABSTRACT FROM AUTHOR]