Title: Adoption behaviour differences for mobile data services: m-internet vs. m-portals

Authors: Panos E. Kourouthanassis; George M. Giaglis; Dimitrios Karaiskos; Efpraxia Zamani

Addresses: Department of Informatics, Ionian University, GR49100, Corfu, Greece ' Department of Management Science & Technology, Athens University of Economics and Business, GR11362 Athens, Greece ' Department of Management Science & Technology, Athens University of Economics and Business, GR11362 Athens, Greece ' Department of Management Science & Technology, Athens University of Economics and Business, GR11362 Athens, Greece

Abstract: This study attempts to investigate the potential differences among individual adoption patterns between mobile portal and mobile internet services usage. A theoretical model that reflects six unique predominant factors of IS usage is developed and is empirically tested using data collected from mobile data services (MDSs) users (116 mobile internet users and 178 mobile portal users). The results indicate that there are differences among the adoption behaviour of mobile portal users and mobile internet users. Specifically, mobile internet use is likely to be driven by utilitarian expectations and the perceived usefulness of accessing the web through this alternative medium. Conversely, mobile portals use is likely to be dependent on the users' personal innovativeness and is not significantly affected by the utility of the mobile service itself. Moreover, we find indirect effects of performance expectancy, facilitating conditions and social influence to the behavioural intention to use mobile internet.

Keywords: mobile internet; mobile portals; mobile data services; service adoption; mobile communications; m-internet; m-portals; behavioural intention.

DOI: 10.1504/IJMC.2014.061459

International Journal of Mobile Communications, 2014 Vol.12 No.3, pp.207 - 228

Published online: 30 Apr 2015 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article