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IADIS International Conference WWW/Internet 2010PerformanceexpectancyEffort expectancySocial InfluenceBehavioral IntentionsUse BehaviorFacilitatingConditionsGender Age Experience Voluntariness of UseFigure 2. The final UTAUT model3.1 Performance Expectancy (Value Expectancy)The TAM model proposes two determinants, perceived usefulness and perceived ease of use, which impactthe intended usage behavior of a system and the adoption behavior as a result (Davis 1989). The first one,perceived usefulness, is defined as “the degree to which a person believes that using a particular systemwould enhance his or her performance”. In the UTAUT model perceived usefulness has emerged intoperformance expectancy and defined as the degree to which an individual believes that using the system willhelp him or her to attain gains in job performance. However, perceived usefulness and performanceexpectancy are foremost designed to research work performance improvements in organizational contexts. Inconsumer markets consumer behavior is also influenced by other factors. It is typical that non-efficiencyfactors impact consumer adoption of technology, e.g. good tourist technologies are not only those that maketourists more efficient, but that also make tourism more enjoyable. Thus tourism can be characterized aswandering, where tourists attempt to enjoy the city environment and chance upon things of interest, ratherthan optimizing (Brown & Chalmers 2003). As the mobility (on the move) capability is generally seen as thekey value driver in m-commerce (Anckar & Eriksson 2003), mobile technology clearly has the potential tosupport the wandering aspect of tourism. A word like flexibility has commonly been used to describe theindependence of time and space that is provided by mobile technology. According to Kim et al. (2005) thehedonic motivation or the enjoyment aspect of tourism has, however, not been clearly defined in mobiletechnology acceptance models. The perceived type and degree of perceived value of a mobile service dependon the other hand on the situation or context of usage (Mallat et al 2006, Lee & Jun, 2005). Anckar & Dincau(2002) introduced an analytical framework that identifies the potential value creating features of mobilecommerce. Mobile value elements in the framework for consumers on the move are: Time-criticalarrangements, Spontaneous needs, Entertainment needs, Efficiency ambitions and Mobile situations. Timecriticalarrangements refer to applications for situations where immediacy is desirable (arise from externalevents), e.g. receive alerts of a changed transport schedule while on tour. Spontaneous needs are internallyawakened and not a result of external events, e.g. find a suitable restaurant while wandering around.Entertainment needs, killing time/having fun, especially in situations when not being able to access wiredentertainment appliances, e.g. kill or fill time in transportation. Efficiency ambitions aim at productivity, e.g.use dead spots during a travel to optimize time usage. Mobile situations refer to applications that in essenceare of value only through a mobile medium (e.g. localization services), which ought to be the core of mobilecommerce. Consequently perceived mobile value represent the degree to which a person perceives valuearising from the mobility of the mobile medium (when not being able to access a stationary PC).Nevertheless not only the mobile medium creates value for the consumer but the essence of the servicesas well. Electronic information systems can be divided into productivity oriented and pleasure (hedonic)oriented systems (van der Heijden 2004). The hedonic systems focus on the fun-aspect of using aninformation system rather than on productive use. For example, as discussed, good tourist technologies arenot only those that make tourists more efficient, but that also make tourism more enjoyableAs a result of the above discussion we will refer to performance expectancy as value expectancy whichincludes mobile value and service value as productivity value and pleasure value. We expect valueexpectancy to have a direct effect on intentional behavior.13