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inuence its adoption.* Design, implementation, and customer care approaches should then be
tuned according to the nature of a mobile service—utilitarian or well-being-oriented—to opti-
mize the PU and PEOU aspects of the mobile service to enhance its appeal for a mobile user.
TAM considerations, enhanced with holistic and enjoyment attributes
†
of a mobile service,
are a signicant determinant of the appeal and adoption of the mobile adoption, which in turn
provide insights into the underlying technology-mediated designs and innovation. e holistic
‡
attributes of a mobile service view the context of usage as a whole, where the objective ...