What drives the adoption of mobile data services? An approach from a value perspective

Mobile data services (MDS) are wireless value-added pay-per-use services that have attracted increased attention in recent years. In this paper, a theoretical framework is proposed to investigate key drivers of user behavior in wireless pay-per-use services based on a value perspective. This study examines the role of three evaluation criteria utilitarian, hedonic, and social values - in adoption decisions. Potential adopters have no direct experience with MDS; thus, they likely conceive value based primarily on indirect experience with it, such as through communication with peers or advertisements. In this study, the influence of members in the social networks and external sources are regarded as the major sources of information in order to capture the role of these factors on the perceptions of value. Additionally, according to the age and gender of potential adopters, changes in the degree to which the antecedents lead to MDS acceptance are examined. The proposed model is empirically tested using survey data collected from 287 potential adopters. The analysis results show that the proposed model, based on the aforementioned view of value, provides a significant explanation of the variance in the level of adoption intention toward MDS. The results of this study indicate that utilitarian and social values dominate adoption decisions, whereas the impact of hedonic value in MDS acceptance is weaker than other values. Information from relevant others and from mass media play a critical role in forming the perceptions of value obtained from the use of MDS. The results also shed light on the moderating effects of age and gender on MDS acceptance. Theoretical and practical implications of this work are discussed.
Publisher
PALGRAVE MACMILLAN LTD
Issue Date
2009-03
Language
ENG
Keywords

USER ACCEPTANCE; INFORMATION-TECHNOLOGY; SOCIAL-INFLUENCE; BROAD-BAND; PERCEIVED VALUE; INTERNET; BEHAVIOR; MODEL; DETERMINANTS; EXPERIENCE

Citation

JOURNAL OF INFORMATION TECHNOLOGY, v.24, no.1, pp.35 - 45

ISSN
0268-3962
DOI
10.1057/jit.2008.28
URI
http://hdl.handle.net/10203/22873
Appears in Collection
KGSF-Journal Papers(저널논문)
  • Hit : 247
  • Download : 15
  • Cited 0 times in thomson ci
This item is cited by other documents in WoS
⊙ Detail Information in WoSⓡClick to seewebofscience_button
⊙ Cited 46 items in WoSClick to see citing articles inrecords_button

qr_code

  • mendeley

    citeulike


rss_1.0 rss_2.0 atom_1.0