Should mobile internet services be an extension of the fixed internet? Context-of-use, fixed-mobile reinforcement and personal innovativeness
Reuver, Mark de and Ongena, Guido and Bouwman, Harry (2011) Should mobile internet services be an extension of the fixed internet? Context-of-use, fixed-mobile reinforcement and personal innovativeness. In: Tenth International Conference on Mobile Business (ICMB), 20-21 June 2011, Como, Italy (pp. pp. 6-15).
|Abstract:||Consumers can increasingly use mobile phones to
carry out similar tasks as they do on the fixed Internet.
Literature on reinforcement and displacement states that the
use of new media depends on whether users are inclined to
replace or reinforce their existing media use on a new device.
This paper analyzes whether the importance that users
attribute to using similar services on their mobile phone as on
the fixed Internet can explain the intention to adopt mobile
services. Specifically, we investigate if such fixed-mobile
reinforcement attitude could mediate the impact of personal
innovativeness and context-of-use on intention to adopt mobile
services. We compare basic Internet services, entertainment
services and transaction services. We find that especially the
intention to adopt basic Internet services largely depends on
the importance of using similar services in the mobile domain
as on the fixed Internet. Several context-of-use predictors are
partially or even fully mediated by our novel construct. The
results convey a positive message to operators that are betting
on converged multimedia services that can be accessed from
any device and from any fixed or mobile network.
|Item Type:||Conference or Workshop Item|
Behavioural Sciences (BS)
|Link to this item:||http://purl.utwente.nl/publications/81250|
|Export this item as:||BibTeX|
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