Title: Understanding behavioural patterns of advanced mobile service users

Authors: Jennifer Blechar, Ioanna D. Constantiou, Jan Damsgaard

Addresses: Department of Informatics, University of Oslo, P.O. Box 1080 Blindern, 0316 Oslo, Norway. ' Department of Informatics, Copenhagen Business School, Njalsgade 80, Trappe 18, 3 sal, 2300 Copenhagen S, Denmark. ' Department of Informatics, Copenhagen Business School, Njalsgade 80, Trappe 18, 3 sal, 2300 Copenhagen S, Denmark

Abstract: Better understanding of consumers| behavioural patterns related to the acceptance, use and purchase of advanced mobile services is critical to ensure their successful uptake in the market. While much research exists on technology acceptance and use, less research has focused on the underlying economic influences fuelling consumers| behaviours. This paper brings insights from the behavioural economics research domain to investigate the mental processing of consumers during the trial of new advanced mobile services. Through an exploratory analysis of the results of a field study on advanced mobile service use in Denmark, this paper suggests that pricing of services and consumers references to already established service delivery platforms can be important elements influencing consumers| behaviours.

Keywords: mental accounting; payment decoupling; mobile services; consumer behaviour; mobile communications; behavioural patterns; behavioural economics; mental processing; Denmark; pricing.

DOI: 10.1504/EG.2006.008494

Electronic Government, an International Journal, 2006 Vol.3 No.1, pp.93 - 104

Published online: 23 Dec 2005 *

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