Title: Determinants of customer acceptance for mobile data services: an empirical analysis with formative constructs

Authors: Key Pousttchi, Laura Goeke

Addresses: wi-mobile Research Group, WI-SE, University of Augsburg, Universitaetsstrasse 16, 86159 Augsburg, Germany. ' wi-mobile Research Group, WI-SE, University of Augsburg, Universitaetsstrasse 16, 86159 Augsburg, Germany

Abstract: Despite all forecasts, innovative mobile data services are not yet widespread. The aim of this research is to explain what influences customer acceptance and usage of mobile data services. For this purpose, we develop a structural equation model. To gain a maximum insight into the reasons for acceptance or rejection of mobile data services, we operationalise our model mainly with formative constructs. The model is validated with data from Europe|s largest mobile market, Germany. We show that perceived usefulness of any b2c mobile data service highly depends on perceived enjoyment – which for instance explains the high acceptance of iPhone applications compared to others. Our results allow not only for a better understanding of the underlying customer behaviour but also for concrete recommendations on the design of mobile data services.

Keywords: mobile data services; WMDSS; technical context; perceived enjoyment; TAM; TPB; formative constructs; smart PLS; customer acceptance; consumer acceptance; usage; structural equation modelling; Germany; mobile phones; cell phones; mobile communications; technology acceptance model; theory of planned behaviour; B2C; business-to-consumer; partial least squares; m-services; mobile services.

DOI: 10.1504/IJEB.2011.040354

International Journal of Electronic Business, 2011 Vol.9 No.1/2, pp.26 - 43

Published online: 24 May 2011 *

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