Nature of potential mobile gamers´ behavior under future wireless mobile environment

this paper, we formulated an extended TAM (technology acceptance model) specific to mobile game under Wibro environment, and empirically validated it in Korea by SEM (structural equation modeling). Since mobile games under Wibro environment might inherit the properties of game and those of mobile device, we extended TAM with perceived enjoyment, attractiveness, sacrifice, flow experience, and social norm. We collected 1011 usable respondents by on-line survey. Overall, the results uncovered that the effect of perceived ease of use, enjoyment, and social norm are remarkably mighty and usefulness does not influence an individual´s attitude and intention to play mobile game under Wibro environment. In addition, we also found out that age work as a key modifier of acceptance of playing mobile games under Wibro environment. The implication and limitation of this study are discussed