The Drivers for the Adoption and Use of M-Services: A Consumer Perspective

AbstrAct Mobile services (m-services) have become an important part of the e-commerce landscape. Although research BLOCKINhas BLOCKINbeen BLOCKINconducted BLOCKINon BLOCKINwhich BLOCKINservices BLOCKINpeople BLOCKINuse BLOCKINand BLOCKINthe BLOCKINbenefits BLOCKINthey BLOCKINattach BLOCKINto BLOCKINthose BLOCKINservices, the values associated with the adoption and use of m-services at the individual level is still unclear. This paper addresses the question of why and how individuals adopt and appropriate m-services with a BLOCKINparticular BLOCKINfocus BLOCKINon BLOCKINm-communication? BLOCKINIn BLOCKINthe BLOCKINinformation BLOCKINsystems BLOCKINfield BLOCKINvarious BLOCKINtechnology BLOCKINadoption models have been proposed and validated in relation to technology adoption within an organisational setting but personal adoption and use of technology is less researched. We propose the use of means-end chains BLOCKINand BLOCKINladdering BLOCKINtechniques BLOCKINto BLOCKINdetermine BLOCKINthe BLOCKINbasic BLOCKINprimitive BLOCKINvalues BLOCKINthat BLOCKINare BLOCKINfulfilled BLOCKINfor BLOCKINthe BLOCKINindividual by BLOCKINusing BLOCKINvarious BLOCKINm-services. BLOCKINThe BLOCKINexamples BLOCKINpresented BLOCKINshow BLOCKINthat BLOCKINmobile BLOCKINservices BLOCKINoften BLOCKINfulfil BLOCKINsuch BLOCKINbasic needs as self-esteem, achievement, individuality, belonging and well-being. Exploring the realization of values as a theoretical framework offers researchers a way forward in environments characterised by individual technology decisions.

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