Title: Drivers and moderators of consumer behaviour in the multiple use of mobile phones

Authors: Po-Chien Chang

Addresses: School of Business Information Technology, RMIT University, Level 17, 239-251 Bourke Street, Melbourne, Australia

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.

Keywords: TAM; technology acceptance model; technology convergence; mobile phones; cell phones; consumer behaviour; mobile communications; Australia; enjoyment; usefulness; personal information management; entertainment; email communication; risk; commercial transactions; gender; PC ownership; device capacity.

DOI: 10.1504/IJMC.2010.030522

International Journal of Mobile Communications, 2010 Vol.8 No.1, pp.88 - 105

Published online: 20 Dec 2009 *

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