Mobile Services Behavioral Intention: Theoretical Background and Empirical Research

Mobile Services Behavioral Intention: Theoretical Background and Empirical Research

Vaggelis Saprikis (Technological and Educational Institute of Western Macedonia, Greece), Maro Vlachopoulou (University of Macedonia, Greece) and Theodora Zarmpou (University of Macedonia, Greece)
Copyright: © 2016 |Pages: 24
DOI: 10.4018/978-1-5225-0236-4.ch002
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This chapter presents a review of literature concerning behavioral intention theory and research models, focusing on the factors driving consumer adoption intention of mobile services. Based on this theoretical background a conceptual framework that combines perceived ease of use, perceived usefulness, innovativeness, trust, demographic characteristics and relationship drivers in order to examine their influence on the mobile services' adoption intention has been proposed. Furthermore, the proposed framework is empirically tested using data collected from a survey in Greece. The collected data are analyzed through factor analysis, stepwise regression analysis and ANOVAs. According to the results of the study, individuals' innovativeness, their educational level, and the relationship ties between the users and the mobile services are key factors to encourage m-services' adoption. The outcomes provide interesting insights and useful hints to practitioners and researchers.
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Theoretical Background

A literature review on information systems, innovative technology, e-commerce and m-shopping highlights a number of theories or conceptual models, which are commonly used or extended with other variables for investigating various contexts of technology adoption and especially the users’ intention to adopt m-services. Therefore, there are several behavioral intention theories, and the most popular and widely used are following.

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