EXPLORING USER ACCEPTANCE OF FREE WIRELESS FIDELITY PUBLIC HOT SPOTS: AN EMPIRICAL STUDY

Abstract: Research regarding commercial and free wireless fidelity (Wi-Fi) public hot spots acceptance and adoption is sketchy. Therefore, it has become imperative to understand the critical factors that affect their acceptance. The focus of this study is free Wi-Fi public hot spot users, with the objective to better understand their user acceptance. In doing so, this study integrated two well-established initial acceptance models, specifically, the technology acceptance model and the diffusion of innovation theory. This study was conducted using an on-line survey that collected data from 129 users. It uses the Partial Least Square (PLS) technique to examine the relationship between variables. The results indicate that each critical factor has direct or indirect positive effects on current use and/or future use intention, which confirmed the majority of the proposed hypotheses. Relative advantage emerged as the only construct with a direct positive effect on both current use and future use intentions