New insights into the acceptance of mobile internet services: a mixed-method approach
by Andrea Groeppel-Klein, Joerg Koenigstorfer
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 4, No. 1, 2007

Abstract: Based on the Theory of Reasoned Action, the Technology Acceptance Model, recent empirical results and a qualitative prestudy, we propose an acceptance model for mobile internet services. Participants in both a non-usage and a usage environment of a mobile parking service are surveyed. The results indicate that the model has high explanatory power, and highlight the importance of personal innovativeness, perceived usefulness and the pleasure of self-expression. The influence of the latter construct is related solely to anticipating the actual usage of a mobile parking service in a usage environment, whereas in a non-usage environment, it determines general attitudes besides usage intention. The causal path of attitude-intention-behaviour is weak, suggesting some specific inferences from reasons to resist and reject mobile services.

Online publication date: Thu, 09-Aug-2007

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