Key Attributes and the Use of Advanced Mobile Services: Lessons Learned from a Field Study
Jennifer Blechar (University of Oslo, Norway), Ioanna D. Constantiou (Copenhagen Business School, Denmark) and Jan Damsgaard (Copenhagen Business School, Denmark)
Copyright: © 2006
Advanced mobile service use and adoption remains low in most of the Western world despite impressive technological developments. Much effort has thus been placed on better understanding the behavior of advanced mobile service users. Previous research efforts have identified several key attributes deemed to provide indications of the behavior of consumers in the m-services market. This chapter continues with this line of research by further exploring these key attributes of new mobile services. Through a field study of new mobile service use by 36 Danish mobile phone users, this chapter illustrates the manner in which users’ perceptions related to the key attributes of service quality, content-device fit and personalization were adversely affected after approximately three months of trial of the services offered.