Understanding the behavior of mobile data services consumers |
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Authors: | Se-Joon Hong James Y L Thong Jae-Yun Moon Kar-Yan Tam |
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Affiliation: | (1) Business School, Korea University, Anam-dong, Seongbuk-gu, Seoul, South Korea;(2) Department of Information and Systems Management, School of Business and Management, Hong Kong University of Science and Technology, Clear Water Bay, Kowloon, Hong Kong |
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Abstract: | Due to rapid advances in the Internet and wireless technologies, a ubiquitous computing world is becoming a reality in the
form of mobile computing. At the center of this phenomenon is mobile data services which arise from the convergence of advanced
mobile communication technologies with data services. Despite the rapid growth in mobile data services, research into consumers’
usage behavior is scarce. This study attempts to identify and empirically assess the factors that drive consumers’ acceptance
of mobile data services. A research model based on the decomposed theory of planned behavior and incorporating factors that
represent personal needs and motivations in using mobile data services is presented. The model is tested via an online survey
of 811 consumers of four categories of mobile data services (i.e., communications, information content, entertainment, and
commercial transactions) associated with different usage contexts. We found that attitude, social influence, media influence,
perceived mobility, and perceived monetary value influence consumers’ intention to continue usage of mobile data services.
In addition, perceived ease of use, perceived usefulness, and perceived enjoyment influence attitude toward continued usage
of mobile data services. Finally, separate analysis of the different categories of mobile data services highlights the influence
of individual usage context on consumers’ behavior.
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Keywords: | Consumer behavior Mobile data services Mobile phones Decomposed theory of planned behavior Technology acceptance Online survey |
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