Title: User intention and consumer needs of packaged mobile data services in Mexico

Authors: Alejandro Ibarra-Yunez, Raquel Castano, Luis E. Perez-Monjaras

Addresses: Graduate School of Business and Leadership (EGADE), Tecnologico de Monterrey – Monterrey, Ave. Fundadores y Rufino Tamayo s/n, Col. Valle Oriente, Garza Garcia, NL 66269, Mexico. ' Graduate School of Business and Leadership (EGADE), Tecnologico de Monterrey – Monterrey, Ave. Fundadores y Rufino Tamayo s/n, Col. Valle Oriente, Garza Garcia, NL 66269, Mexico. ' Graduate Program in Telecommunications Management, Tecnologico de Monterrey – Monterrey, Ave. Fundadores y Rufino Tamayo s/n, Col. Valle Oriente, Garza Garcia, NL 66269, Mexico

Abstract: This investigation contributes to understand direct and indirect variables that influence consumer adoption of various data services from the consumer|s perspective: entertainment, information, communications, and commercial transactions. We use structural equations and a Lancasterian demand to determine loads of variables in a technology adoption model with uncertainty and marginal prices that consumers are willing to pay for enhanced services, applied to Mexico. Additional to the structural equations, we find that the consumer is willing to pay up to US$ 50 monthly for premium services. The paper also gives directions for further research in adoption of enhanced technologies in emerging economies.

Keywords: packaged data; mobile services; data services; technology adoption model; TAM; uncertainty; structural equations; Mexico; user intentions; consumer needs; consumer perspectives; entertainment; information provision; communication; commercial transactions; mobile phones; cell phones; Lancasterian demand; Kelvin Lancaster; marginal prices; pricing; premium services; enhanced technologies; emerging economies; willingness to pay; business competition; business growth.

DOI: 10.1504/IJBCG.2010.034165

International Journal of Business Competition and Growth, 2010 Vol.1 No.2, pp.129 - 146

Available online: 16 Jul 2010 *

Full-text access for editors Access for subscribers Purchase this article Comment on this article