Title: Consumer behaviour and Advanced Mobile Data Services: opening the 'black box' of the individual's choice process

Authors: Ioanna D. Constantiou

Addresses: Department of Informatics, Copenhagen Business School, Denmark

Abstract: This paper proposes a theoretical framework addressing the individual|s choice of Advanced Mobile Data Services (AMDS). Research in the adoption of mobile communication services has not offered a comprehensive explanation of the low rates, observed for most AMDS available in the Western World. The proposed framework offers an alternative view on this phenomenon by introducing behavioural economics| insights. From a theoretical perspective, the proposed framework illustrates the individual|s cognitive processes involved in the choice of AMDS. From a practical perspective, it offers a market analysis tool, which can generate useful insights for AMDS vendors.

Keywords: choice process; consumer behaviour; mobile communications market; referencing; reasoning; mobile services; m-services; mobile data services; behavioural economics.

DOI: 10.1504/IJSHC.2008.020481

International Journal of Social and Humanistic Computing, 2008 Vol.1 No.1, pp.67 - 80

Available online: 27 Sep 2008 *

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