Title: Consumer lifestyles: alternative adoption patterns for advanced mobile services

Authors: Harry Bouwman; Carolina López-Nicolás; Francisco-Jose Molina-Castillo; Pascal Van Hattum

Addresses: Faculty of Technology, Delft University of Technology, Policy and Management, P.O. Box 5015, 2600 GA Delft, The Netherlands. ' Facultad de Economia y Empresa, Departamento de Organización de Empresas y Finanzas, Campus de Espinardo, 30100 Murcia, Spain. ' Facultad de Economia y Empresa, Departamento de Comercializacion e Investigacion de Mercados, Campus de Espinardo, 30100 Murcia, Spain. ' Faculty of Social Sciences, Department of Methodology and Statistics, Utrecht University, P.O. Box 80140, NL-3508 TC, Utrecht, The Netherlands

Abstract: An analysis of the relationship between lifestyle traits, social influence, people's attitudes towards mobile innovations and the adoption of different types of advanced mobile services contributes to the extension of the TAM model. Based on a random sample of 542 Dutch consumers, it is shown that the adoption of specific advanced mobile services is highly dependent on the relationship between someone's lifestyle and the type of service involved. Also social influence and attitudes towards mobile innovations are relevant additions to the TAM model. The results are relevant to mobile service and apps providers and mobile telecommunication operators alike.

Keywords: mobile communications; mobile services; m-services; TAM; technology acceptance model; diffusion theory; consumer lifestyles; user attitudes; lifestyle traits; social influence; mobile innovations; The Netherlands.

DOI: 10.1504/IJMC.2012.045672

International Journal of Mobile Communications, 2012 Vol.10 No.2, pp.169 - 189

Published online: 15 Feb 2012 *

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