Surfing mobile internet motivated by fashion attentiveness: An empirical study of mobile internet use in China (original) (raw)
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The emerging mobile commerce (m-commerce) technology promises exciting possibilities for marketplace exchanges, but expected benefits to consumers as well as businesses await an understanding of consumer acceptance of this technology. Borrowing the technology acceptance model (TAM) from the work environment, we apply it to the consumer context (c-TAM) and extend it by incorporating both utilitarian and hedonic aspects of technology use. In workplace settings, perceived usefulness has been the predominant driver of technology adoption. Our empirical results show that while perceived usefulness (a utilitarian aspect) contributes to consumer adoption of Internet devices, what contributes even more is their ''fun'' attribute (a hedonic aspect). Moreover, some consumers are more visually oriented than others and are likely to adopt these devices even more than those who are less visually oriented. Marketing implications of these findings are described. D
Proceedings of the 39th Annual Hawaii International Conference on System Sciences (HICSS'06), 2006
The Push to Talk (PTT) technology has been available for several years. Recently, new specifications and technical innovations based on Internet Protocols utilizing standard cellular packet data bearers have been introduced. This new approach makes Push to Talk a standard service on any cellular network which is called Push over Cellular (PoC). This paper identifies a model of PTT adoption in the Austrian market. The first explorative phase of research, consisting of interviews with experts and focus groups builds the basis of the proposed framework and measurement model. A structural equation modeling (SEM) approach is used to assess the relative importance and the strength between different constructs, including enjoyment, social norm, usefulness, ease of use, intention to use, and quality of the service. Our results indicate that enjoyment and social norm are important antecedents for the adoption of PTT in Austria. .
System Sciences, 2006. …, 2006
The Push to Talk (PTT) technology has been available for several years. Recently, new specifications and technical innovations based on Internet Protocols utilizing standard cellular packet data bearers have been introduced. This new approach makes Push to Talk a standard service on any cellular network which is called Push over Cellular (PoC). This paper identifies a model of PTT adoption in the Austrian market. The first explorative phase of research, consisting of interviews with experts and focus groups builds the basis of the proposed framework and measurement model. A structural equation modeling (SEM) approach is used to assess the relative importance and the strength between different constructs, including enjoyment, social norm, usefulness, ease of use, intention to use, and quality of the service. Our results indicate that enjoyment and social norm are important antecedents for the adoption of PTT in Austria.
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