Online Marketing

Journal analysis

|AUTHOR/YEAR |Se-Joon Hong, James Y.L. Thong, Jae Yun Moon and Kar Yan Tam (2008) |

|TOPIC |Understanding the Behaviour of Mobile Data Services Consumers |

|OBJECTIVE |To identify and empirically assess the factors that drive consumer’s acceptance of mobile data |

| |services |

|RESEARCH PROBLEM |The main focus of prior research on mobile data service has been on the technical issues of |

| |hardware/software development and the business potential applications. Thus, the important question |

| |arises: What are the factors that drive the use of mobile services? However, understanding o the usage|

| |intention of mobile data services consumers is critical for the survival of the whole mobile |

| |telecommunications. Unfortunately, there is little research that attempts to understand the perceived |

| |value of mobile data services and how the value impacts customers’ adoption and usage decisions. |

|CONCEPTS - DIMENSIONS |Attitude, social influence, media influence, perceived mobility, perceived usefulness, perceived ease |

| |of use, perceived enjoyment, perceived monetary value and continued usage intentions. |

|INSTRUMENT |Perceived usefulness, Perceived ease of use - Davis et al. (1989) |

| |Behavioral intention, Perceived enjoyment – Davis et al. (1992) |

|...