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https://hdl.handle.net/2440/61141
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Type: | Journal article |
Title: | Factors influencing the adoption of personalisation mobile services: Empirical evidence from young Australians |
Author: | Rao Hill, S. Troshani, I. |
Citation: | International Journal of Mobile Communications, 2010; 8(2):150-168 |
Publisher: | Inderscience Publishers |
Issue Date: | 2010 |
ISSN: | 1470-949X 1741-5217 |
Statement of Responsibility: | Sally Rao Hill and Indrit Troshani |
Abstract: | The adoption of mobile services is often studied at a generic level and limited research has addressed personalisation mobile services. The purpose of this paper is to develop a model that attempts to predict the adoption of personalisation mobile services amongst young Australians. Employing quantitative empirical evidence, it was found that perceived enjoyment and perceived usefulness are the most important factors in predicting the adoption of these services. These findings provide theoretical and practical implications and insights for the development, design and marketing of personalisation mobile services. Knowledge and appreciation of these factors may help mobile operators and service providers to both design novel personalisation services or enhance existing ones in order to gain competitive advantage. |
Keywords: | mobile services m-services personalisation mobile communications Australia technology adoption models perceived usefulness perceived ease of use performance expectancy. |
Rights: | Copyright © 2010 Inderscience Enterprises Ltd. |
DOI: | 10.1504/IJMC.2010.031445 |
Published version: | http://dx.doi.org/10.1504/ijmc.2010.031445 |
Appears in Collections: | Aurora harvest 5 Business School publications |
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