Exploring Koreans’ smartphone usage: An integrated model of the technology acceptance model and uses and gratifications theory

• An integrated model of U&G approach and TAM proved its usefulness in this study.
• MR and MI had positive effects on PEOU and PU in the context of smartphones.
• The smartphone use is affected relatively more by MI than by MR.

This study investigates factors that influence adoption and use of smartphones among Koreans and seeks to integrate two theoretical approaches: the technology acceptance model (TAM) and the uses and gratifications (U&G) approach. To that end, the study used data from a self-reported survey of 491 Korean adults who use Apple’s iPhone. A structural equation model employed in the current study demonstrates that Koreans’ smartphone use is affected more by motivations based on instrumental and goal-oriented use than by ritualized and less-goal oriented use. The findings suggest that to spread information system with innovative and active features, developers should pay attention to users’ intrinsic motivations as well as to their extrinsic perceptions.