The process by which individuals make product and service purchase choices, use choices, and end-of-use choices. Emotional and cognitive factors as well as unconscious and conscious factors (evoked internally in individuals or externally by context) guide the choices of whether individuals adopt, use, or end the use of certain products or services.
Published in Chapter:
Consumer Acceptance of the Mobile Internet
Joerg Koenigstorfer (Technische Universität München, Germany)
Copyright: © 2015
|Pages: 11
DOI: 10.4018/978-1-4666-8239-9.ch013
Abstract
Today, the majority of the world's population owns mobile devices that allow individuals to access the Internet at any time and at any place. However, owning an Internet-enabling mobile device does not necessarily mean that an individual uses the mobile Internet. This article reviews the state of the art on the theory-guided drivers and barriers of consumer acceptance of the mobile Internet. The author describes models that help explain and predict consumer acceptance, including the Technology Acceptance Model, Motivational models, Perceived Value models, The Unified Theory of Acceptance and Use of Technology, and Diffusion of Innovation theories. The article also presents empirical research that applies and extends these models in the context of mobile Internet usage, and summarizes the most important findings of these empirical studies. Finally, this article also discusses challenges in acceptance research, as well as implications for future research.