The impact of context and incentives on mobile service adoption

Abstract

Users may use a mobile service in various contexts. At the same time, incentives such as financial rewards or mandatory usage policies may also affect users' behaviour. It is critical to study how users' perception and intention are affected by the context and incentives. We propose a user adoption model of mobile commerce with a consideration of context and incentives. We apply this model to the case of a Global Positioning System (GPS) based Taxi-Dispatching System. Preliminary data analysis illustrates that context and incentives have significant impact on users' behaviour.