Title: Factors influencing the adoption of personalisation mobile services: empirical evidence from young Australians

Authors: Sally Rao Hill, Indrit Troshani

Addresses: The University of Adelaide Business School, 10 Pulteney Street, Adelaide, SA 5005, Australia. ' The University of Adelaide Business School, 10 Pulteney Street, Adelaide, SA 5005, Australia

Abstract: The adoption of mobile services is often studied at a generic level and limited research has addressed personalisation mobile services. The purpose of this paper is to develop a model that attempts to predict the adoption of personalisation mobile services amongst young Australians. Employing quantitative empirical evidence, it was found that perceived enjoyment and perceived usefulness are the most important factors in predicting the adoption of these services. These findings provide theoretical and practical implications and insights for the development, design and marketing of personalisation mobile services. Knowledge and appreciation of these factors may help mobile operators and service providers to both design novel personalisation services or enhance existing ones in order to gain competitive advantage.

Keywords: mobile services; m-services; personalisation; mobile communications; Australia; technology adoption models; perceived usefulness; perceived ease of use; performance expectancy.

DOI: 10.1504/IJMC.2010.031445

International Journal of Mobile Communications, 2010 Vol.8 No.2, pp.150 - 168

Published online: 03 Feb 2010 *

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