Consumer behaviour and Advanced Mobile Data Services: opening the 'black box' of the individual's choice process
by Ioanna D. Constantiou
International Journal of Social and Humanistic Computing (IJSHC), Vol. 1, No. 1, 2008

Abstract: This paper proposes a theoretical framework addressing the individual's choice of Advanced Mobile Data Services (AMDS). Research in the adoption of mobile communication services has not offered a comprehensive explanation of the low rates, observed for most AMDS available in the Western World. The proposed framework offers an alternative view on this phenomenon by introducing behavioural economics' insights. From a theoretical perspective, the proposed framework illustrates the individual's cognitive processes involved in the choice of AMDS. From a practical perspective, it offers a market analysis tool, which can generate useful insights for AMDS vendors.

Online publication date: Sat, 27-Sep-2008

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