Drivers and moderators of consumer behaviour in the multiple use of mobile phones

Authors:
Po-Chien Chang
Affiliations:
School of Business Information Technology, RMIT University, Level 17, 239-251 Bourke Street, Melbourne, Australia
Venue:
International Journal of Mobile Communications
Year:
2010

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Abstract

This research aims at not only expanding the research contexts from technology adoption but also encompasses the uses of technologies and services on converged mobile phones. An empirical model is verified through a survey of 249 mobile users in Australia. Findings indicate that enjoyment has a greater impact than usefulness in the use of mobile phones for personal information management, entertainment and e-mail communication. Risk is the major consideration for consumers using mobile phones for commercial transactions. Gender, PC ownership, and device capacity are identified to moderate the individual perceptions toward the use of mobile phones for these purposes.