Abstract
This investigation contributes to understand direct and indirect variables that influence consumer adoption of various data services from the consumer's perspective: entertainment, information, communications, and commercial transactions. We use structural equations and a Lancasterian demand to determine loads of variables in a technology adoption model with uncertainty and marginal prices that consumers are willing to pay for enhanced services, applied to Mexico. Additional to the structural equations, we find that the consumer is willing to pay up to US$ 50 monthly for premium services. The paper also gives directions for further research in adoption of enhanced technologies in emerging economies.
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