WHAT DO USERS NEED? EXPLORING INFLUENCES ON THE ADOPTION OF MOBILE CONTENT AND THE DIFFERENCES AMONG CATEGORIES OF ADOPTERS

Businesses develop products and services with the goal of earning a satisfactory return on their original investment of time and capital. For their part, consumers seek out products and services that meet a recognized need. However, predicting the adoption rate of any new technology is an inexact science, and some businesses find themselves on the wrong side of the curve. The variables factoring into consumers’ purchasing decisions are manifold and contingent on a wider network of influences. This research suggests that a primary variable that influences consumers’ adoption of a technological innovation (in this case, mobile content) is the perception of 10 proposed Mobile Content Needs. The first goal of this research is to propose a framework for the relationships among the adoption of mobile content, users’ perception of their need for mobile content, and users’ innovativeness, which is a measure of the likelihood to adopt a new product. This research seeks to explore the differences among groups (categories) of adopters in the context of the perceived needs influencing their decision to adopt mobile content. In other words, it examines the prominence of particular mobile content needs for each of the five categories of adopters. This examination provides indirect evidence of how the mobile content adoption process evolves over time in relation to a specific innovation and within specific groups. This research is useful for those seeking to better understand the mobile content market in its totality, in particular the motivations driving different adopter groups. The results of this research may enable the development of more relevant, targeted content, with a surer knowledge of what a potential consumer needs at each stage of the adoption lifecycle. Similarly, this research offers a foundation for more extensive studies in the near future

AN OFFER THEY CANNOT REFUSE: A Behavioural Approach to Stimulating Consumer Demand for Innovations in the Telecommunications Sector

Mobile advertising (m-advertising) is one of the most exciting new research areas in the marketing field. The personal, always-on and always-at-hand nature of a mobile phone, its interactive features, combined with its near universal ubiquity give the mobile device unrivalled potential as an advertising platform. In addition, mobile phone operators are uniquely positioned to further enhance its potential- their real-time access to customers’ demographic, geographic and historical data enables them not only to help retailers establish a strong electronic presence but also to allow them to customise advertising content to target specific people in specific situations. With the growing awareness of these advantages, retailers are increasingly looking to integrate m-advertising into their marketing communications. However, turning a mobile phone into an effective advertising medium poses a formidable challenge as prior consumer permission is a legal prerequisite for m-advertising practices. It is apparent that to fully embrace the potential of m-advertising, retailers need to identify the precise factors that influence consumer opt-in choice. This thesis is unique in investigating factors influencing consumer opt-in choice with the ultimate purpose of developing an effective solution to reliably stimulate opt-ins. To this end, it adopts a radical behaviourist perspective, applying a Behavioural Perspective Model (BPM) in order to explore the influence of both contextual and consumer-related factors, account for their interactive effects and, most importantly, focus on the actual opt-in choice rather than the pre-behavioural variables of “willingness” and “intention” commonly used in previous m-advertising studies. Additionally, accounting for the fact that m-advertising is a relatively new service, this thesis integrates consumer innovativeness variable into the BPM and explores its respective influence on the opt-in choice. The thesis builds upon three consecutive empirical projects, each having its own objective: Project One conducts a preliminary exploratory investigation of the opt-in phenomenon; Project Two measures the factors identified systematically; and Project Three experimentally tests the instrument developed. Overall, the results of this investigation suggest that consumer opt-in choice is largely contingency-shaped and is affected by numerous contextual variables. In particular, among the BPM components, consumers’ past experience with m-advertising and/or m-advertisers, utilitarian benefits associated with m-advertising and its content characteristics are the three most important opt-in choice determinants. Of particular significance is the consumer situation, which has been proven to greatly affect opt-in likelihood. The importance of the newly incorporated innovativeness factor is two-fold. First, it functions as one of the strongest direct predictors of the opt-in choice. Second, it serves in a moderating capacity, further amplifying the positive effects of other choice antecedents in the BPM. On this basis, it is concluded that the opt-in choice is amenable to the behaviourist explanation and that in new service contexts the innovativeness factor further contributes to the BPM’s predictive capacity

Beyond Utility: An inductive investigation into non-utility factors influencing consumer adoption and use of ICT

This study explores the adoption and use of Information and Communications Technologies (ICTs) in a context marked by ubiquitous connectivity and intense social interaction. Research in the field has predominantly explored the topic within closed and private contexts, such as work and education environments. Resulting theories tend to lose predictive strength when transferred to open and social contexts. Specifically, theories often assume that behaviour is shaped exclusively by the utility derived from technological functions – an occurrence more common in closed and private settings. Other influencing factors, whilst acknowledged, tend to be sidelined or treated as exceptions. Further complexities arise as theorists misread and mistreat user perceptions and intentions. The study combines an inductive strategy with a Skinnerian radical behaviourist philosophical worldview. Individual accounts and group discussion about online social networking and smartphone ownership were captured in a natural social setting. A total of 35 technology users from Malta aged between 18 and 40 years participated in face-to-face interviews and focus group discussions. In contrast to other studies, verbal accounts and group interaction were treated and analysed as social behaviour and not as cognitive decision processes. Findings show that a more holistic understanding emerges if the social and internal dimensions are considered alongside environmental consequences. Results indicate that beyond utilitarian benefits, users also seek pleasure and social status whilst averting risk and minimising cost and disruption. The study shows that consumer ICTs are different from other technologies, such as cars and refrigerators, since these are tools specifically designed for application within verbal behaviour. ICTs can be applied as tools to communicate information, share past experiences, provide feedback to others, and confer social status on others. ICT applications elicit feedback from listeners and observers rather than cause measurable changes in the environment. The study builds on this insight by proposing a conceptual framework as an interpretative tool for practitioners and as a theoretic proposition for future inquiry

The Unprecedented Assimilation of Mobile Telephony in Ireland: a Phenomenon of the Celtic Tiger Era or a Result of Cultural Traits?

Following the universal acceptance of mobile telephony the once elitist gadget has become an indispensable democratic tool of everyday communications over the last three decades. Controversially, this thesis illustrates that its level of both adoption and usage did not develop in a similar homogenous pattern in selected OECD countries. In particular, the Irish performance is rather astonishing given the speed of adoption as well as the exceptional high revenue figures achieved by the wireless operators. Consequently, this work determines a selection of factors that drive and encourage both the adoption and usage of cellular telephony in Ireland. The Irish experience is examined in the light of Rogers‘ theory of adoption and diffusion of innovation and demonstrates that domestic socio-economic factors such as the traditional Irish family structure helped the adoption process as did its young demography following the launch of prepaid services. Similarly, historic events such as emigration and the policy of attracting overseas companies to settle in Ireland created traits of a cosmopolite and open economy society whereas the civil war and governmental policies hindered the adequate rollout of the PSTN which resulted in a migration towards cellular telephony. Significantly, by deploying a linear regression model this thesis showed that Hofstede‘s cultural dimension of uncertainty avoidance correlates the most with mobile telephony adoption. Controversially, while this dimension is generally link with protestant cultures this finding is rather contradictive when recalling Ireland‘s tradition of Catholicism and puts a long-cherished stereotype associated with Ireland into question. It was further demonstrated that the Irish benefited from their selection of the global TACS standard that promised economies of scale and subsequently reasonable-priced equipment. Due to this selection the incumbent establish some form of international roaming, which was a novelty outside the NMT system sphere at the time. With regard to the exceptional revenue figures which were seen as a result of a ‗rip-off‘ policy by the wireless carriers this thesis found proof that they were in fact a consequence of the Irish‘s enthusiastic mobile phone usage rather than a product of over-charging. It was further demonstrated that the stereotype of the talkative Irish is profound in their legacy of story-telling as well as a consequence of the British suppression when the mother tongue was used to both conserve and keep their culture alive. Following the independence from their occupiers this regained freedom can easily be observed by the extensive rate of speech and ‗pirate‘ radio broadcastings. Altogether, it was shown that the Irish society resonate most fortune with the adoption of an innovation such as mobile telephony. Therewith, underpinning the relevance of cultural and social factors in addition to traditional solely economic and marked-orientated models

Understanding the Influence of Utilitarian and Hedonic Factors on Buying Behaviour of Gen Y while Purchasing Smartphones

The paper focuses on the influence of utilitarian and hedonic factors on the buying behaviour of the Gen Y consumers while purchasing smartphones. The researcher has followed a mixed method approach for the research with a descriptive research design. Primary data was collected through a survey that was conducted with 450 participants which consisted of teenagers and adults aged between 16-30 years. This collected data was then quantified using mathematical tools to come to a conclusion. Secondary data was collected from online published research articles and convenience. The influence of both these factors have a different sense of impact on every individual in the buying process, but post analysis, utilitarian factors gained primacy over hedonic factors

Harnessing Technology: analysis of emerging trends affecting the use of technology in education (September 2008)

Research to support the delivery and development of Harnessing Technology: Next Generation Learning 2008–1

Mobile shopping behaviour: Insights into attitudes, shopping process involvement and location

Purpose – Although there is evidence that adoption of mobile shopping has been slow, the increased functionality offered by smart phones offers significant potential for the development of marketing and retailing through the mobile channel. The purpose of this paper is to add to knowledge on consumer shopping behaviour through mobile devices by exploring attitudes to the use of mobiles in shopping, the use of mobile phones at different stages in the consumer decision-making process, the impact of involvement on the mobile consumer decision-making process and mobile shopping location. Design/methodology/approach – An online panel survey was conducted with a UK panel of nationally representative consumers. The survey collected data in respect of the following products that were ranked on level of involvement on the basis of the importance and effort consumers' associated with their purchase: bread (lowest), washing powder, DVD, footwear, phone and TV (highest). Findings – Use of mobiles for shopping is significant, but remains lower than use of computers in shopping. In general, respondents were more positive regarding their use of computer shopping than they were in relation to their use of a mobile. In using their mobile phone in shopping, respondents value its convenience and accessibility. There is higher use of the mobile phone in the information search and consideration of alternatives phases, than in the purchase transaction. The extent of use of mobile devices in the decision-making process is higher with higher involvement products, in relation to all stages in the decision-making process. The most frequent location for the use of their mobile in shopping is at home, which is consistent with the finding that the highest level of use of mobiles occurs in the information search and consideration of alternatives phases. Recommendations are offered for retailers and for further research. Originality/value – This is the first research to explore the use of mobile phones in different stages in the consumer-decision-making process across a number of product categories

Acceptance of Commercially Available Wearable Activity Trackers Among Adults Aged Over 50 and With Chronic Illness: A Mixed-Methods Evaluation

Please cite as: Mercer K, Giangregorio L, Schneider E, Chilana P, Li M, Grindrod K Acceptance of Commercially Available Wearable Activity Trackers Among Adults Aged Over 50 and With Chronic Illness: A Mixed-Methods Evaluation JMIR Mhealth Uhealth 2016;4(1):e7 DOI: 10.2196/mhealth.4225 PMID: 26818775 PMCID: 4749845Background: Physical inactivity and sedentary behavior increase the risk of chronic illness and death. The newest generation of “wearable” activity trackers offers potential as a multifaceted intervention to help people become more active. Objective: To examine the usability and usefulness of wearable activity trackers for older adults living with chronic illness. Methods: We recruited a purposive sample of 32 participants over the age of 50, who had been previously diagnosed with a chronic illness, including vascular disease, diabetes, arthritis, and osteoporosis. Participants were between 52 and 84 years of age (mean 64); among the study participants, 23 (72%) were women and the mean body mass index was 31 kg/m2 . Participants tested 5 trackers, including a simple pedometer (Sportline or Mio) followed by 4 wearable activity trackers (Fitbit Zip, Misfit Shine, Jawbone Up 24, and Withings Pulse) in random order. Selected devices represented the range of wearable products and features available on the Canadian market in 2014. Participants wore each device for at least 3 days and evaluated it using a questionnaire developed from the Technology Acceptance Model. We used focus groups to explore participant experiences and a thematic analysis approach to data collection and analysis. Results: Our study resulted in 4 themes: (1) adoption within a comfort zone; (2) self-awareness and goal setting; (3) purposes of data tracking; and (4) future of wearable activity trackers as health care devices. Prior to enrolling, few participants were aware of wearable activity trackers. Most also had been asked by a physician to exercise more and cited this as a motivation for testing the devices. None of the participants planned to purchase the simple pedometer after the study, citing poor accuracy and data loss, whereas 73% (N=32) planned to purchase a wearable activity tracker. Preferences varied but 50% felt they would buy a Fitbit and 42% felt they would buy a Misfit, Jawbone, or Withings. The simple pedometer had a mean acceptance score of 56/95 compared with 63 for the Withings, 65 for the Misfit and Jawbone, and 68 for the Fitbit. To improve usability, older users may benefit from devices that have better compatibility with personal computers or less-expensive Android mobile phones and tablets, and have comprehensive paper-based user manuals and apps that interpret user data. Conclusions: For older adults living with chronic illness, wearable activity trackers are perceived as useful and acceptable. New users may need support to both set up the device and learn how to interpret their data