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ISBN: 978-972-8939-25-0 © 2010 IADISH1: Value expectancy has a significant direct effect on intentional behavior of mobile tourism services3.2 Effort ExpectancyThe second TAM determinant perceived ease of use is defined as the degree to which a person believes thatusing a particular system would be free of effort. In the UTAUT model the ease of use determinant hasemerged into effort expectancy and defined as the degree of ease associated with the use of the system.Moreover, the ease of use aspect has been widely discussed in mobile commerce. Limitations of mobiledevices (e.g. screen size) cause consumers to hesitate whether to adopt mobile commerce or not. Accordingto Cho et al (2007) device limitations suggest that focusing on easy to use mobile applications could enhancethe consumer acceptance of mobile commerce. Kaasinen (2005) points out that mobile services need to beeasy to take into use as well (ease of adoption) as mobile services are typically used occasionally and someservices may be available only locally in certain usage environments. As a consequence, information onavailable services should be easy to get and the services should be easy to install and to start using. The easeof adoption aspect has not been taken into account in models such as TAM. The ease of taking a service intouse may in fact have a direct impact on the adoption behavior of a mobile service (Kaasinen 2005). On theother hand when problems arise, users in the consumer market are often expected to solve the problems ontheir own (Repo et. al 2006). Consequently the use may rely on proper instructions or on a helping hand fromsomeone. Proper support conditions also in a consumer market may therefore be important especially foradvanced mobile services. This aspect is in the UTAUT called facilitating conditions which is proven tosignificantly influence the actual use of technology in organizational contexts. Nevertheless we argue thatconsumers many times expect to take a new product or service into use without instructions or help,especially when it will be only temporary used while visiting a tourist destination. Furthermore, facilitatingconditions didn’t have a direct link to the actual use of mobile services in a previous study by Carlsson et al(2006). Therefore ease of adoption and facilitating condition will here together with ease of use be includedin the effort expectancy determinant. Hereby we expect effort expectancy to have a direct effect onintentional behavior.H2: Effort expectancy has a significant direct effect on intentional behavior of mobile tourism services3.3 Social InfluenceIn UTAUT social influence has been identified to influence the intended use of information technology. InUTAUT social Influence is defined as “the degree to which an individual perceives that important othersbelieve he should use the new system” (Venkatech et al., 2003). Social influence is also known as subjectivenorm in the theory of reason action (Fishbein et al 1975) and in its extension theory of planned behavior(Arjzen 1991). In consumer markets image and social status have been proposed to impact consumers’intentions to adoption of a WAP-enabled mobile phone (Teo & Pok 2003). A positive or negative subjectivenorm can in fact in consumer markets make or break a new technology based product (Schepers and Wetzels2007). Hereby we expect social influence as image to have a direct effect on intentional behavior.H3: Social Influence has a significant direct effect on intentional behavior of mobile tourism services3.4 AnxietyAnxiety in UTAUT has been defined as evoking anxious or emotional reactions when it comes to performinga behaviour (e.g. using a computer), but has not been seen to have a direct influence on intentional behaviourof information technology. Therefore anxiety has not been included in the final UTAUT model. According toRogers (1995),”The innovation-decision is made through a cost benefit analysis where the major obstacle isuncertainty”. Perceived risk is commonly thought of as felt uncertainty regarding possible negativeconsequences of using a product or service and has been added to the two TAM determinants as a negativeinfluencer on intended adoption behaviour (Featherman & Pavlou 2003). Trust, as trust in the service vendorto minimize the risks, has also been added to the TAM model (e.g. Cho et al 2007, Kaasinen 2005) andpointed out as a strong influence on the intended use of mobile services due to that mobile commerce is stillat its initial stage (Cho et al. 2007). We refer to anxiety and trust as perceived risk defined by Featherman &Pavlou 2003. They divide the perceived risk for electronic services into the following elements; performance14