Title: New insights into the acceptance of mobile internet services: a mixed-method approach

Authors: Andrea Groeppel-Klein, Joerg Koenigstorfer

Addresses: Institute for Consumer Behaviour, University of Saarland, Im Stadtwald, Geb. A5.4, 66123 Saarbruecken, Germany. ' Institute for Consumer Behaviour, University of Saarland, Im Stadtwald, Geb. A5.4, 66123 Saarbruecken, Germany

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.

Keywords: mobile commerce; m-commerce; mobile internet; adoption; technology acceptance model; TAM; projective technique; anticipation; internet marketing; mixed-method approach; internet advertising; theory of reasoned action; web services; mobile services; mobile parking service.

DOI: 10.1504/IJIMA.2007.014798

International Journal of Internet Marketing and Advertising, 2007 Vol.4 No.1, pp.72 - 92

Published online: 09 Aug 2007 *

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