A Research Model for Mobile Phone Service Behaviors: Empirical Validation in the U.S. and Turkey

Mao, En; Srite, Mark; Thatcher, Jason Bennett; Yaprak, Onur

doi:10.1080/1097198x.2005.10856406

Cited by 101 publications

(69 citation statements)

References 20 publications

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“…Recently, TAM and its extended versions incorporating other motivational factors have been used to study various mobile phone services-for example, the mobile Internet (Fogelgren-Pedersen, Anderson, & Jelbo, 2003) and mobile payment and gaming services (Mao et al, 2005;Nysveen, Pedersen, & Thorbjørnsen, 2005). Specifically, Nysveen, Pedersen, and Thorbjørnsen (2005) added perceived enjoyment and perceived expressiveness motivations to TAM to explain the intention to use mobile gaming services.…”

mentioning

confidence: 98%

Understanding the acceptance of mobile SMS advertising among young Chinese consumers

Zhang

Mao

2008

Psychology and Marketing

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294

169

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This study examined the acceptance of SMS advertising, an increasingly popular mobile marketing practice, among young Chinese consumers. A modified technology acceptance model (TAM) was developed to test the intention to use SMS advertising-that is, to read the advertising message and take action as suggested by the message. Data were collected from 262 mobile phone users who were 21-35 years old. The research model was analyzed using structural equation modeling (SEM). Results showed that the two key determinants of TAM, the perceived usefulness and perceived ease of use of SMS advertising messages, predicted the intention to use them. In addition, trust in SMS advertising and subjective norms also contributed to the intention to use. The antecedents and consequents of perceived usefulness and trust were also examined in the SMS advertising context. Overall, the model is well supported. This study represents a novel approach to studying the effectiveness of SMS advertising by applying a model developed in information technology. It also revitalizes the theory of reasoned action in advertising research. The findings have important implications for studying advertising and marketing activities that utilize new media. In addition, practical implications are discussed and directions for future research are suggested.

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confidence: 98%

Understanding the acceptance of mobile SMS advertising among young Chinese consumers

Zhang

Mao

2008

Psychology and Marketing

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294

169

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“…People's attitudes towards innovation are likely to influence their use of mobile services [8], which is why we propose that H1: A positive attitude towards mobile innovations has a positive effect on the future use of mobile services…”

Section: A Personal Innovativenessmentioning

confidence: 99%

Should Mobile Internet Services be an Extension of the Fixed Internet? Context-of-Use, Fixed-Mobile Reinforcement and Personal Innovativeness

Reuver¹,

Ongena

Bouwman³

2011

2011 10th International Conference on Mobile Business

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Abstract-Consumers can increasingly use mobile phones to carry out similar tasks as they do on the fixed Internet. Literature on reinforcement and displacement states that the use of new media depends on whether users are inclined to replace or reinforce their existing media use on a new device. This paper analyzes whether the importance that users attribute to using similar services on their mobile phone as on the fixed Internet can explain the intention to adopt mobile services. Specifically, we investigate if such fixed-mobile reinforcement attitude could mediate the impact of personal innovativeness and context-of-use on intention to adopt mobile services. We compare basic Internet services, entertainment services and transaction services. We find that especially the intention to adopt basic Internet services largely depends on the importance of using similar services in the mobile domain as on the fixed Internet. Several context-of-use predictors are partially or even fully mediated by our novel construct. The results convey a positive message to operators that are betting on converged multimedia services that can be accessed from any device and from any fixed or mobile network.

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“…Personal innovativeness has been used to predict the adoption levels of a wide variety of technological innovations (Yang, 2005). Specifically, personal innovativeness may influence a person's use of mobile phone services (mao, Srite, thatcher, & Yaprak, 2005). earlier studies indicate that personal innovativeness increases the rate of adoption of wAP services (teo & Pok, 2003).…”

Section: Personal Innovativenessmentioning

confidence: 99%

Mobile Travel Services: The Effect of Moderating Context Factors

Bouwman¹,

Carlsson²,

López‐Nicolás³

et al. 2011

Information Technology & Tourism

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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 modeling 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.

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A Research Model for Mobile Phone Service Behaviors: Empirical Validation in the U.S. and Turkey

Cited by 101 publications

References 20 publications

Understanding the acceptance of mobile SMS advertising among young Chinese consumers

Understanding the acceptance of mobile SMS advertising among young Chinese consumers

Should Mobile Internet Services be an Extension of the Fixed Internet? Context-of-Use, Fixed-Mobile Reinforcement and Personal Innovativeness

Mobile Travel Services: The Effect of Moderating Context Factors

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