Abstract
At a time when mobile service adoption rates remain much lower than anticipated, better understanding of users’ behavior and attitude towards new technology becomes critical. This paper brings insights from behavioral economics to the technology acceptance research domain to investigate adoption of advanced mobile services. Through a field study of mobile service acceptance and use, we explore user behavior during the initial stages of technology adoption. We argue that in order to better understand the cognitive processes underlying technology acceptance or rejection decisions for advanced mobile services, the economic aspects of those processes must be considered. This is especially the case given the similarity of new mobile services to those currently available to consumers through other means and the inherent elements of substitution which exist therein.KeywordsTechnology AcceptanceMobile ServicesMental Accounting
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
