A Study of Mobile Internet Usage from Utilitarian and Hedonic User Tendency Perspectives

Although a few studies have focused on mobile value from the distinctive feature of a wireless mobile technology perspective, limited attempts have been made to study mobile value from a mobile application perspective. Thus, in this study we elaborate on mobile application as two types of values: utilitarian and hedonic. Based on these two values, we conceptualize two types of mobile value tendency: utilitarian tendency and hedonic tendency. The goal of this study is to examine the relationships between mobile users’ value tendency and their personal predispositions (i.e., socio-economic status and level of maturity) and their perceptions on mobile Internet service quality dimensions (i.e., connection quality, design quality, and information quality). Results of the study show that mobile users of lower maturity level are more likely to have hedonic tendencies than those of a higher maturity level, who in contrast exhibit more utilitarian tendencies; the mobile users’ hedonic tendency is positively associated with their perceptions on mobile Internet service quality. However, unlike our expectations, mobile users’ socioeconomic status is not related to their utilitarian tendency of mobile Internet use; the mobile users who have a higher level of utilitarian tendency are more likely to show negative perception on mobile Internet service quality. The interpretation of the unexpected results, research contributions, and limitations are discussed.