Consumer behaviour in the mobile telecommunications’ market: The individual’s adoption decision of innovative services |
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Authors: | Ioanna D Constantiou |
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Affiliation: | Department of Informatics, Copenhagen Business School, Howitzvej 60, DK 2000 Frederiksberg, Denmark |
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Abstract: | Research in the adoption of innovative services in mobile communications markets has not offered a comprehensive explanation of how the individual makes a choice. This article proposes a theoretical framework for the analysis of the adoption decision of innovative mobile services such as mobile TV. The decision to adopt the service can be viewed as a choice based on two cognitive processes of reasoning and referencing, as postulated in behavioural decision making. The framework has both theoretical and practical value. From a theoretical perspective, it illustrates the manner in which referencing and reasoning influence the individual’s decision to adopt innovative services in the mobile telecommunications market. From a practical perspective the framework offers a market analysis tool which can generate useful insights for the vendors. |
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Keywords: | Mobile communications Adoption decision Consumer behaviour Referencing Reasoning Mobile TV |
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