Analysis of MVNO diffusion

Authors:
Dong Hee Shin;Tae Yang Kim
Affiliations:
Sungkyunkwan University, International Hall, Myeongnyun-dong, Jongro-gu, Seoul, South Korea;Sungkyunkwan University, International Hall, Myeongnyun-dong, Jongro-gu, Seoul, South Korea
Venue:
Proceedings of the 5th International Conference on Ubiquitous Information Management and Communication
Year:
2011

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Abstract

This study examines a comprehensive model of consumer acceptance in the context of MVNO by using the unified theory of acceptance and the use of technology model with constructs from the innovation diffusion theory such as compatibility, relative advantage and social influence. Structural equation modeling is used to construct a predictive model of attitudes toward the MVNO services. While the model confirms the classical role of technology adoption factors, the results also show that users' intention and usage are influenced by IDT factors. The proposed model brings together extant research on MVNO and provides an important cluster of antecedents to eventual technology acceptance via constructs of behavioral intention to use and to the actual MVNO usage. Policy implications of MVNO are discussed in terms of consumer marketing and market diffusion.