Title: Adoption of mobile internet devices and services: a multinational study

Authors: Ravi S. Sharma; Eldon Y. Li; Rubie Govindraj

Addresses: Wee Kim Wee School of Communication and Information, Nanyang Technological University, 31 Nanyang Link, Singapore ' Department of Management Information Systems, College of Commerce, National Chengchi University, Taipei, Taiwan ' The Walter Cronkite School of Journalism and Mass Communication, Arizona State University, 555 N. Central Ave., Suite #302, Phoenix, AZ 85004, USA

Abstract: Despite the exponential growth in mobile subscription rates worldwide, research into the antecedents of mobile internet technology adoption behaviour has been sparse. This study attempts to fill that research lacunae. A device-service adoption model that is based on adaptive structuration theory and the perceived value paradigm is proposed and empirically tested with structural equation modelling (SEM) using data collected from five major markets, including Finland, Singapore, South Korea, Taiwan, and the USA. The study provides an explanation for the variance in the levels of adoption across the five markets. The findings do not entirely conform to those of prior studies. The results reveal that consumers' preferences in adopting mobile internet devices and services vary across markets according to adaption and value. The results also show the significant effects of income level on the adoption of mobile internet devices and services across these markets. Finally, theoretical and practical implications are discussed.

Keywords: mobile data services; mobile devices; m-services; perceived value; adapted benefits; purchase intention; mobile services strategy; mobile internet devices; internet services; multinational study; device-service adoption; adaptive structuration theory; structural equation modelling; SEM; Finland; Singapore; South Korea; Taiwan; USA; United States; income level.

DOI: 10.1504/IJISAM.2014.062283

International Journal of Information Systems and Management, 2014 Vol.1 No.1/2, pp.60 - 82

Published online: 05 Jul 2014 *