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Abstract. There is a growing body of research into Mobile Information and Entertainment Services in recent years. This study explored the effect of mobile service quality and its compatibility to mobile technology on users' perceived playfulness toward these services. Perceived Service Quality and Perceived Technology Compatibility were found to influence users' Perceived Playfulness. Furthermore, Perceived Technology Compatibility significantly mediated the relationship between Perceived Service Quality and Perceived Playfulness. This suggests that service attributes need to be aligned with mobile phone functionalities to enhance user's Perceived Playfulness. In addition, Perceived Usefulness, Ease of Use and Personalization were the three most important service quality aspects that influenced Perceived Playfulness.

Autotelic Personality represents an important individual construct in flow theory yet little is known about its underlying dimensions. Csikszentmihalyi (1988) suggested that the higher the autotelic nature of an individual, the more likely for him/her to experience flow. This study explores autotelic personality, its underlying dimensions and its relationship with perceived playfulness in the context of Mobile Information and Entertainment Services (MIES). This study found Autotelic Personality to be an important quality in order for users to experience perceived playfulness in the MIES context. Several underlying dimensions of Autotelic Personality were identified, including personal innovativeness, self efficacy and control.