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Modeling the Adoption of Mobile Services
Abstract
Many case examples in the mobile market have shown that the success of mobile services is difficult to predict. Different factors either boost or hinder the adoption of mobile services. The present chapter has covered earlier research on mobile service adoption and utilized a unique handset-based research platform in collecting data from 548 Finnish smartphone users in 2006. The main research goal is to understand the process of mobile service adoption by extracting new kinds of data straight from handsets. In addition to descriptive results, a path analysis model is developed that models the mobile service adoption process. The chapter finds that user intentions have a strong impact on consequent adoption of the service, expectedly. What is more, perceived hedonic benefits from the service are the strongest factor driving intentions to use the service. The perceived technical capability to use the service and the role of the surrounding social network do not drive the intentions of early-adopter users. Interestingly multimedia service adoption is driven by more capable (new) handsets, and mobile web browsing benefits significantly from block or flat-rate (instead of usage-based) pricing plans for transmitted data. The chapter develops several indices that measure time-varying characteristics of mobile services. Calculated indices for a set of mobile services suggest that the studied mobile services are currently experiencing different phases in their life cycle.
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