Drivers and moderators of consumer behaviour in the multiple use of mobile phones

Chang, P 2010, 'Drivers and moderators of consumer behaviour in the multiple use of mobile phones', International Journal Of Mobile Communications, vol. 8, no. 1, pp. 88-105.


Document type: Journal Article
Collection: Journal Articles

Title Drivers and moderators of consumer behaviour in the multiple use of mobile phones
Author(s) Chang, P
Year 2010
Journal name International Journal Of Mobile Communications
Volume number 8
Issue number 1
Start page 88
End page 105
Total pages 18
Publisher Inderscience Publishers
Abstract This research aims at not only expanding the research contexts from technology adoption but also encompasses the uses of technologies and services on converged mobile phones. An empirical model is verified through a survey of 249 mobile users in Australia. Findings indicate that enjoyment has a greater impact than usefulness in the use of mobile phones for personal information management, entertainment and e-mail communication. Risk is the major consideration for consumers using mobile phones for commercial transactions. Gender, PC ownership, and device capacity are identified to moderate the individual perceptions toward the use of mobile phones for these purposes.
Keyword(s) TAM
technology acceptance model
technology convergence
mobile phones
cell phones
consumer behaviour
mobile communications
Australia
enjoyment
usefulness
personal information management
entertainment
email communication
risk
commercial transactions
gender
PC ownership
device capacity
DOI - identifier 10.1504/IJMC.2010.030522
ISSN 1470-949X
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