Drivers and moderators of consumer behaviour in the multiple use of mobile phones
by Po-Chien Chang
International Journal of Mobile Communications (IJMC), Vol. 8, No. 1, 2010

Abstract: This research aims at not only expanding the research contexts from technology adoption but also encompasses the uses of technologies and services on converged mobile phones. An empirical model is verified through a survey of 249 mobile users in Australia. Findings indicate that enjoyment has a greater impact than usefulness in the use of mobile phones for personal information management, entertainment and e-mail communication. Risk is the major consideration for consumers using mobile phones for commercial transactions. Gender, PC ownership, and device capacity are identified to moderate the individual perceptions toward the use of mobile phones for these purposes.

Online publication date: Sun, 20-Dec-2009

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