Acceptance Of Mobile Services Research Articles

Modeling users’ acceptance of mobile services

The success of mobile services adoption hinges on their ability to cover user needs and attract consumer interest. The extant literature focuses on understanding the factors that might affect consumers' actual adoption of such services through their effect on behavioral intention; these studies are mostly based on behavioral intention theories, such as Technology Acceptance Model, Diffusion of Innovation and Unified Theory of Acceptance and Use of Technology. In this work, new theoretical constructs are combined with existing evidence in order to extend the Technology Acceptance Model (TAM) as it was initially established by Davis and later further enriched by other researchers. The proposed model includes behavioral intention, perceived usefulness, perceived ease of use, trust, innovativeness, relationship drivers, and functionality. Within this approach, relationship drivers introduce a marketing perspective to the original models of technology adoption by building emotional connections between the users and the mobile services. The hypothesized model is empirically tested using data collected from a survey on m-commerce consumers. Structural Equation Modelling (SEM) was used to evaluate the causal model and Confirmatory Factor Analysis (CFA) was performed to examine the reliability and validity of the measurement model. It is briefly concluded that behavioral intention is directly affected by perceived usefulness, innovativeness and relationship drivers; the findings provide interesting insights and useful hints to practitioners and researchers.

Explaining the Mobile Health Services Acceptance from Different Age Groups: A Protection Motivation Theory Perspective

With the rapid development of the mobile devices, there arouses great interest in mobile health service. As a new phenomenon, previous studies tend to investigate the adoption behavior in terms of the general population or one special population. In order to target more populations as potential customers, our study will use protection motivation theory (PMT) to explain the mobile health services acceptance of difference age groups. During the research, the hypothesized model is tested using data collected from a field survey of 492 potential customers of three difference age groups. The results revealed that response efficacy and self efficacy had a significant impact on adoption intention for the group of young adults and middle age people, while for the group of the elderly, only self efficacy determined the intention to use mobile health service. Theoretical and practical implications are discussed.

Modelling the factors that influence mobile government services acceptance

This is an exploratory study on the mobile government (m-government) in Malaysia. M-government can be a powerful component of the e-government that could facilitate more and better services to the citizens. In recent years, the advancement of information and communication technologies (ICTs) and particularly the rapid changes in mobile technologies have led to the development of new applications and services. Furthermore, there is a possibility of changes in the current applications of the m-government services. Therefore, it is important to investigate the factors that influence the intention to use m-government services among Malaysians. This study integrates constructs from the technology acceptance model (TAM), theory of reasoned action (TRA), unified theory of acceptance and use of technology (UTAUT) and trust model. The study was conducted by surveying different groups of Malaysian community. A structured questionnaire was used to collect data from 566 respondents. Results of the study prove that the proposed model is comprehensive to study the acceptance of m-government service. Key words: Acceptance, e-government, m-government services, mobile, technology acceptance model (TAM).

Mobile Travel Services: The Effect of Moderating Context Factors

This article has two objectives: (1) to draw an international comparison regarding the acceptance of mobile travel services in three countries with different profiles when it comes to travelling and mobile telecommunications, and (2) to extend relevant literature on mobile applications, more specifically travel services, by including context-related concepts, taking moderating factors like location, mobility of users, physical, and social context into account. Based on surveys that were carried out in 2009, structural equation modelling is used to identify differences in patterns in the use of mobile travel services and in the role of context-related variables. the conclusion of this article is that context-related factors, that is, mobility and (physical and social) context, have an impact on the relationship between the core concepts of technology Acceptance model (TAM) and Diffusion of Innovation (DoI) research. many studies on the acceptance and use of mobile services indicate that a deep understanding is needed of individual, context-related, and technological characteristics and the way they interact. this is also highly relevant to the travel industry, which wants to utilize the opportunities provided by mobile technology.

Determinants of customer acceptance for mobile data services: an empirical analysis with formative constructs

Despite all forecasts, innovative mobile data services are not yet widespread. The aim of this research is to explain what influences customer acceptance and usage of mobile data services. For this purpose, we develop a structural equation model. To gain a maximum insight into the reasons for acceptance or rejection of mobile data services, we operationalise our model mainly with formative constructs. The model is validated with data from Europe's largest mobile market, Germany. We show that perceived usefulness of any b2c mobile data service highly depends on perceived enjoyment – which for instance explains the high acceptance of iPhone applications compared to others. Our results allow not only for a better understanding of the underlying customer behaviour but also for concrete recommendations on the design of mobile data services.

Developing an Instrument to Measure the Adoption of Mobile Services

Currently, there is no standard instrument for measuring user adoption of mobile services. Based on the mobile service acceptance model, this paper reports on the development of a survey instrument designed to measure user perception on mobile services acceptance. A survey instrument was developed by using some existing scales from prior instruments and by creating additional items which might appear to fit the construct definitions. In addition, a pilot study was conducted by distributing the survey to 25 users of a mobile service called Mobile Student Information Systems. As a result, a survey instrument containing 22 items were retained. Furthermore, the results showed that the reliabilities of all the scales in the survey instrument were above the target acceptance level.

The difference of determinants of acceptance and continuance of mobile data services: A value perspective

Given the large investments in mobile data services (MDS), it has become important to understand customers’ decision-making processes as they pertain to the adoption and use of MDS. In the telecommunication domain, understanding the distinction between potential adopters and existing users is an important issue, as the use of information and communication technologies is associated with what has become known as the digital divide. This study attempts to develop a theoretical framework that identifies utilitarian and hedonic values as the key predictors of MDS acceptance and continuance. It also investigates the difference in the determinants between potential adopters and existing users. The proposed research model is empirically tested by using survey data collected from 120 potential adopters and 354 existing users. The results of structural equation modeling (SEM) show that the proposed research model provides a significant explanation of the variance of adoption intention and continued usage intention toward MDS. This study also clarifies the moderating role of direct experience with MDS in behavioral intention toward it. The results of this study would provide some guidelines to overcoming the digital divide in the context of MDS. Theoretical and practical implications of the findings are discussed.

Impacts of mobile Internet use intensity on the demand for SMS and voice services of mobile network operators: An empirical multi-method study of German mobile Internet customers

Scholarly and business publications alike convey the message that past and future strong growth in mobile Internet (MI) access and service demand has solely positive commercial implications for mobile network operators (MNOs). This position neglects the possibility that increasing MI use intensity may lead to demand decreases for the highly profitable short messaging service (SMS) and mobile voice telephony. The extant literature provides few insights on relations between MI use intensity, on the one hand, and SMS as well as mobile voice call use intensities, on the other hand. This study developed hypotheses concerning the presence or absence of impacts of MI use intensity and circumstances of MI use (e.g., device type, tariff scheme) on the demand for SMS and mobile voice telephony at the individual customer level. The hypotheses were tested by analyzing actual use behaviors of 304 MI adopters in Germany, for whom objective use intensity data were extracted from the billing system of an MNO. These non-reactive measures were combined with responses collected from the adopters through a telephone survey. Multivariate regression results suggest that though MI use intensity significantly negatively affected both number of SMS sent and received, these effects were so small that their practical relevance is highly doubtful. Further, customers who used MI more intensively did not generate lower volumes of outgoing or incoming mobile voice connection minutes. Conclusions are drawn for MNO, telecommunications sector regulators and scholarly researchers seeking to explain the acceptance of mobile communications services.

The Mobile Commerce Technologies: Generations, Standards and Protocols

Mobile Commerce has staged a remarkable come-back. Driven by the technological innovations in the field of telecommunications, it is showing signs of a healthy recovery. The collapse of the dot-com boom in 2001/2002 had dealt a severe blow not only to Electronic Commerce but also to Mobile Commerce, which was just about developing at that time. In addition to a general lack of customer demand for mobile, location-based, services, it suffered heavily under the technical deficiencies of end-devices, slow data transmission and unripe technological standards. These factors in turn had a negative impact on the customer acceptance of mobile services and whatever little demand was available, was rendered useless. Many of the environmental conditions have changed since then. Technology innovations have reduced many barriers to acceptance. Increasing globalization has led to more mobility and therefore to greater demand for mobile, ubiquitios services that can be consumed “anytime, anywhere”. This paper examines different telecommunication technologies regarding their suitablilty and defficienecies. It provides an overview over the historical development of mobile technologies while pointing towards the expected future scenario.

A comparative study of mobile messaging services acceptance to participate in television programmes

PurposeThe purpose of this paper is to analyse key drivers of consumer acceptance of short messaging services (SMS) to participate in TV programmes.Design/methodology/approachThe technology acceptance model (TAM) and the theory of planned behaviour (TPB) have been integrated for the determinants of the acceptance of mobile data services incorporating variables regarding consumer‐media interaction (perceived value and affinity). The model has been tested using structural equation modelling.FindingsPerceived value, attitude and affinity towards television (TV) programmes determine SMS acceptance to participate in TV programmes in Spain. In contrast, subjective norm, perceived value and attitude are the key drivers of SMS acceptance in Colombia.Practical implicationsThis paper enables mobile companies and TV channels to know what aspects to improve in order to promote SMS‐based TV programmes. Marketers should highlight in their communication strategies user friendliness, usefulness and perceived value of mobile data services. In Colombia, programme stars and presenters should encourage the use of mobile services to interact with TV. Spanish companies should offer reliable and entertaining programme contents to improve consumers' affinity.Originality/valueAlthough TAM and TPB have successfully explained behavioural intentions, previous research posits that they should be extended to properly explain mobile services acceptance. This paper combines the influence of perceived value, affinity and the TAM and TPB models to develop an improved model for SMS acceptance. The study also integrates variables for two communication media (TV and mobile) and compares SMS acceptance to participate in TV programmes in two markets with different culture and mobile services penetration rates.

Understanding the acceptance of mobile university services: an empirical analysis

The use of mobile technologies is increasingly widespread because of the need of mobility. This study aims to explore the utilisation of mobile phone services in the educational environment and investigate students' expectations and attitudes towards mobile university services in Jordan. Data for this study have been collected using a questionnaire containing 34 questions. Out of the 400 questionnaires that were distributed randomly to students at Al-Hussein Bin Talal University in Jordan, 370 were returned (92.5%). As a result of this study it appears that if students have positive attitude towards mobile university, they will use it. This study found that a large majority of the students indicated their willingness to become users of such services if offered; taking into consideration security and privacy, and social influences as factors that could affect the success of using mobile university in Jordan. This study gives quantified indicators about mobile university and a model that might help in understanding the mobile university environment in Jordan.

Case study of application-based mobile service acceptance and development in Finland

This paper describes the design and development of an application-based mobile service and offers both theoretical and empirical contributions relating to the consumers' motives for and barriers to adopting mobile services. A case study based on a mobile Java-based approach for providing mobile services is introduced to gain insights into mobile service development process and to validate the factors that influence the acceptance of mobile services in Finland. Based on the findings from a survey conducted with a sample of 52 Finnish campus students, the factors that affect consumers' attitudes towards mobile services were discovered. Usefulness was revealed to have the strongest impact on attitude towards a mobile service, with contextual information and attitude acting as significant determinants of the intention to use the service. This study attempts to help mobile service providers choose right development and marketing strategies for mobile services and accelerate the diffusion of services.

Understanding consumer acceptance of mobile payment services: An empirical analysis

Mobile technology has become increasingly common in today’s everyday life. However, mobile payment is surprisingly not among the frequently used mobile services, although technologically advanced solutions exist. Apparently, there is still a lack of acceptance of mobile payment services among consumers. The conceptual model developed and tested in this research thus focuses on factors determining consumers’ acceptance of mobile payment services. The empirical results show particularly strong support for the effects of compatibility, individual mobility, and subjective norm. Our study offers several implications for managers in regards to marketing mobile payment solutions to increase consumers’ intention to use these services.

The impact of use context on mobile services acceptance: The case of mobile ticketing

The most important factor in the decision to adopt mobile systems is user perception of their value. However, behavioral theory suggests that context affects user attitude and therefore influences acceptance. We therefore hypothesized that the benefits of mobile systems should be evaluated against users’ contextual needs and that reduced dependence on time and place required providing service at any time and place needed by the user. Mental costs or costs of learning to use the system, however, may not be evaluated in the same way, because system use and learning about it are acts with different contexts. Our findings advance knowledge of IT adoption and suggest that we should start to identify the contexts of both the benefits of use and in learning to use the system.

User Acceptance of Mobile Services

Personal mobile devices are increasingly being used as platforms for interactive services. Ease of use is important, but the services should also provide clear value to the user and they should be trustworthy and easy to adopt. These user acceptance factors form the core of the Technology Acceptance Model for Mobile Services introduced in this article. The model has been set up based on field trials of several mobile services with altogether more than 200 test users. This article presents the technology acceptance model and introduces two case studies of implementing the model as a design and evaluation framework in practice.

An assessment of advanced mobile services acceptance: Contributions from TAM and diffusion theory models

Today, in addition to traditional mobile services, there are new ones already being used, thanks to the advances in 3G-related technologies. Our work contributed to the emerging body of research by integrating TAM and Diffusion Theory. Based on a sample of 542 Dutch consumers, we found that traditional antecedents of behavioral intention, ease of use and perceived usefulness, can be linked to diffusion-related variables, such as social influence and perceived benefits (flexibility and status).

Understanding the behavior of mobile data services consumers

Due to rapid advances in the Internet and wireless technologies, a ubiquitous computing world is becoming a reality in the form of mobile computing. At the center of this phenomenon is mobile data services which arise from the convergence of advanced mobile communication technologies with data services. Despite the rapid growth in mobile data services, research into consumers' usage behavior is scarce. This study attempts to identify and empirically assess the factors that drive consumers' acceptance of mobile data services. A research model based on the decomposed theory of planned behavior and incorporating factors that represent personal needs and motivations in using mobile data services is presented. The model is tested via an online survey of 811 consumers of four categories of mobile data services (i.e., communications, information content, entertainment, and commercial transactions) associated with different usage contexts. We found that attitude, social influence, media influence, perceived mobility, and perceived monetary value influence consumers' intention to continue usage of mobile data services. In addition, perceived ease of use, perceived usefulness, and perceived enjoyment influence attitude toward continued usage of mobile data services. Finally, separate analysis of the different categories of mobile data services highlights the influence of individual usage context on consumers' behavior.

Insights on the drivers and inhibitors of Mobile Data Services uptake

Studying the adoption and acceptance of Mobile Data Services (MDS) has been an intriguing endeavour for quite some time. Much of the related literature is inspired by the technology acceptance model and its heirs. The study presented in this paper adopts an alternative perspective and proposes the study of MDS actual usage patterns under the lens of the Triandis theory of explaining human behaviour. To this end, we adjust the concepts included in the original Triandis model to the MDS context and construct a model predicting MDS use. The model is empirically validated through a survey (N = 365) and tested for its predictive capacity against four different MDS categories (m-commerce, communication, information and entertainment services). Results suggest that the uptake of each of the four service categories is contingent upon a limited set of factors. In addition, financial barriers emerge as a universal inhibitor over and above specific service groupings.

A Vicarious Innovativeness Scale for 3G Mobile Services: Integrating the Domain Specific Innovativeness Scale with Psychological and Rational Indicators

The paper aims to validate a vicarious innovativeness scale for its usefulness in understanding and predicting third generation (3G) mobile services acceptance. Illustrations are based on a survey of 150 young people, and structural equation modelling techniques were used to analyse the data. In this paper: (1) the relevant literature is reviewed; (2) a theoretical framework is built, and hypotheses proposed based on consumer innovativeness theory; (3) the results of an empirical survey designed to test these hypotheses are presented; and (4) it concludes with a general discussion and proposed directions for future research. In this study, the psychometric characteristics and criterion (predictive) validity of the scale are evaluated in order to support claims that domain specific innovativeness scale integrated with psychological and cognitive items could be used to research this domain of consumer behaviour. Evidence for a unidimensional measure of vicarious innovativeness is provided.

A conceptual framework and propositions for the acceptance of mobile services

Mobile services are heralded to create a tremendous spectrum of business opportunities. User acceptance of these services is of paramount importance. Consequently, a deeper insight into theory-base...