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Why people aren't using wireless internet: a behavioural economics approach to technology preferences
by Punit Ahluwalia, Gregory Gimpel, Upkar Varshney
International Journal of Services and Standards (IJSS), Vol. 6, No. 3/4, 2010


Abstract: This paper proposes a new model for understanding the adoption of internet services when competing technological standards can fulfil similar needs. Using prospect theory as its theoretical foundation, the model posits that reference prices, flat rate preference, and status quo bias constitute the perceived sacrifice when users consider adoption of new services such as wireless internet. Perceived sacrifice and perceived quality influence the perceived relative value, which in turn influences the intention to adopt wireless internet. The proposed model and related hypotheses are empirically confirmed through a field study. The paper discusses several implications for telecommunications policy and industry.

Online publication date: Fri, 18-Feb-2011


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