Understanding the behavior of mobile data services consumers

Se-Joon Hong (), James Y. L. Thong (), Jae-Yun Moon () and Kar-Yan Tam ()
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Se-Joon Hong: Korea University
James Y. L. Thong: Hong Kong University of Science and Technology
Jae-Yun Moon: Hong Kong University of Science and Technology
Kar-Yan Tam: Hong Kong University of Science and Technology

Information Systems Frontiers, 2008, vol. 10, issue 4, No 6, 445 pages

Abstract: 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.

Keywords: Consumer behavior; Mobile data services; Mobile phones; Decomposed theory of planned behavior; Technology acceptance; Online survey (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (38)

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DOI: 10.1007/s10796-008-9096-1

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