INSIGHTS INTO CONSUMERS' EMERGING INTEREST IN MOBILE SERVICES, ACTA UNIVERSITATIS OULUENSIS G Oeconomica 47
|Kustantaja:||Oulun yliopisto|| |
|Sijainti:||Print Tietotalo|| |
|Tekijät:||RISTOLA ANNU|| |
The present study develops our understanding of consumers’ emerging interest in novel mobileservices by adopting two approaches. First, structural equation modeling is used as a statistical toolto create a context-sensitive model for consumer acceptance of novel mobile services. Secondly,the study creates an interpretive framework of contemporary consumer culture to help understandhow consumers construct their emerging practices in novel mobile services based on their actualexperiences.
The empirical data was gathered at a Housing Fair, where a Mobile Fair Diary was piloted, andit is that Mobile Fair Diary application that provides the selected tool of the empirical study.Therefore, real user experience played a significant role in how our consumers perceived mobileservices and the way the cultural discourse was produced. The model developed indicates thatperformance expectancy, effort expectancy, anxiety, trust and attitude have an impact onconsumers’ intention to use mobile services. Furthermore, the various representations related tomobile services were identified in order to understand emerging practices.
Consumers are likely to change the routines involved in the management of information ifuseful alternatives are available to them. An ongoing insecurity emerging from technology changeis often a characteristic of the contemporary life of consumers. On the one hand, consumers aredependent on technology, but on the other hand, do not fully understand it. Therefore, consumershave to be active to keep up with the continuous changes going on around them. Furthermore,consumers need support from the service provider and their social context. Consumers should alsobelieve in their own capability to learn and their power to make choices, which will result inchanges to their practices.