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IADIS International Conference WWW/Internet 2010loading per item for a determinant should also exceed 0,55 and their significance should exceed 1,96. Thatwas not the case for a few items. Within the anxiety determinant the financial risk 1 and 2 items pluspsychological risk and privacy risk showed very low path loadings and low significance. Moreover bothAVE and composite reliability were low for anxiety and therefore these items were excluded from the finalanalysis.The latent scores were then calculated. Value expectancy and Attitude towards using mobile technologyshow the highest significant impact on the behavioral intention. Especially the determinant value expectancystands out with a loading of 0,306. Also social influence has a significant impact on the intentional behavior.Therefore the hypothesis H1, H3 and H5 are supported in this study. Nevertheless and surprisingly H2 andH4 are rejected as not significant. The R2 value for Intentional behavior is 0,522 which means that about52,2% of the variance in intentions to use mobile tourism services can be explained by Value expectancy,Social influence and Attitude. The R2 value is good compared to e.g. earlier TAM studies. See figure 3.Value expectancyEffort expectancySocial InfluenceAnxiety0,306***0,138 n.s.0,196*0,115 n.s.0,262**Intentions to use mobiletourism servicesR2 = 0,522Attitude towardsmobile technology*** P