Abstract
Better understanding of consumers' behavioural patterns related to the acceptance, use and purchase of advanced mobile services is critical to ensure their successful uptake in the market. While much research exists on technology acceptance and use, less research has focused on the underlying economic influences fuelling consumers' behaviours. This paper brings insights from the behavioural economics research domain to investigate the mental processing of consumers during the trial of new advanced mobile services. Through an exploratory analysis of the results of a field study on advanced mobile service use in Denmark, this paper suggests that pricing of services and consumers references to already established service delivery platforms can be important elements influencing consumers' behaviours.
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