Researchers have previously examined the technology acceptance model (TAM) in many contexts, including the Internet. More recently TAM has been enhanced to include a hedonic component of enjoyment but the effect has rarely been investigated in a mobile commerce context. In addition, specific antecedents of TAM related to design aesthetics have not been examined within the mobile domain. Our research filled these gaps, and discovered that visual design aesthetics did significantly impact perceived usefulness, ease of use, and enjoyment, all of which ultimately influenced users’ loyalty intentions towards a mobile service. # 2006 Elsevier B.V. All rights reserved.