Table 1 Results of measurement model

Variables of experiences with media services on smartphone

 Social value

Enhanced my effectiveness in building social relationship

Made it easier to develop social relationship

Helped me to build social relationships more quickly

Was useful in my social relationship

Improved my social relationship

 Emotional value

Made me feel good

Gave me pleasure

Made me feel relaxed

 Functional value

Supported the operation of all the tasks

Allowed me to do my task effectively

Operated consistently overall

 Price risk

My smartphone is not a good product for the price for using the service

My smartphone is not reasonably priced for using the service

My smartphone is not economical for using the service

 Technological barriers

Difficult configuration of the service had a negative impact on my usage

Difficulties in finding and installing the application for the service had a negative impact on my usage

Poor performance of the service had a negative impact on my usage

Variables related to using the paid MMS

 Perceived ease of use

It is easy for me to become skillful at using the paid MMS

I find it easy to get the paid MMS to do what I want it to do

My interaction with the paid MMS application is clear and understandable

I found that the paid MMS is easy to use

Learning to operate the smartphone for the paid MMS is easy for me

I find the paid MMS to be flexible to interact with

 Perceived usefulness

Using the paid MMS would enhance my effectiveness

Using the paid MMS would increase my productivity

Using the paid MMS would make it easier to do my tasks

Using the paid MMS would improve my performance

I would find the paid MMS is useful

Using the paid MMS would enable me to accomplish tasks more quickly

 Behavioral intention toward continuous use

I will continuously use the paid MMS in the future

I have a plan to use the paid MMS in the future

I expect my use of the MMS to continue in the paid MMS