Mobile Audience Interaction - Explaining the Adoption of New Mobile Service Applications in Socially Enriched Environments

Mobile communication with its rapidly evolving new functionalities and services has become one of the most important technological innovations over the last decade. The diffusion of such new services is, however, difficult to predict and the adoption of new mobile services might in fact be triggered by factors that have not been foreseen by traditional models of acceptance and diffusion. The technology acceptance model and the theory of planned behavior are the two main models discussed in the literature, both of which have been tested mainly in work or organizational contexts. Mobile services, however, are often used in socially enriched environments where the adoption and use of a mobile service is not solely a question of persuasion but also reflects individuals’ need for relationships with others and with social groups. We have therefore extended the traditional models to reflect this fact and report here on the results of an online study which investigates intentions regarding adoption of a new mobile service application, namely mobile voting. The study was carried out in an online cinema community. Possible moderating effects of involvement, cell phone skills, and consumers’ innovativeness are also investigated in this study.

[1]  L. Festinger.  A Theory of Social Comparison Processes , 1954 .

[2]  Louis Leung,et al.  More Than Just Talk on the Move: Uses and Gratifications of the Cellular Phone , 2000 .

[3]  R. Bagozzi,et al.  An attitudinal model of technology-based self-service: Moderating effects of consumer traits and situational factors , 2002 .

[4]  Constance Elise Porter,et al.  A Typology of Virtual Communities: A Multi-Disciplinary Foundation for Future Research , 2006, J. Comput. Mediat. Commun..

[5]  Terence A. Oliva,et al.  Play as a Consumption Experience: The Roles of Emotions, Performance, and Personality in the Enjoyment of Games , 1984 .

[6]  J. McAlexander,et al.  Transcendent customer experience and brand community , 2007 .

[7]  E. Rogers,et al.  Diffusion of innovations , 1964, Encyclopedia of Sport Management.

[8]  Steve Baron,et al.  Beyond Technology Acceptance: Understanding Consumer Practice , 2006 .

[9]  Thomas C. O'Guinn,et al.  brand community , 2022, The Fairchild Books Dictionary of Fashion.

[10]  Mun Y. Yi,et al.  Understanding the Role of Individual Innovativeness in the Acceptance of IT-Based Innovations: Comparative Analyses of Models and Measures , 2006, Decis. Sci..

[11]  Detmar W. Straub,et al.  Information Technology Adoption Across Time: A Cross-Sectional Comparison of Pre-Adoption and Post-Adoption Beliefs , 1999, MIS Q..

[12]  Paul A. Pavlou,et al.  Understanding and Predicting Electronic Commerce Adoption: An Extension of the Theory of Planned Behavior , 2006, MIS Q..

[13]  P. Berthon,et al.  Ad Lib: When Customers Create the Ad , 2008 .

[14]  I. Ajzen,et al.  Understanding Attitudes and Predicting Social Behavior , 1980 .

[15]  Charles D. Barrett.  Understanding Attitudes and Predicting Social Behavior , 1980 .

[16]  Peter Meso,et al.  Towards a model of consumer use of mobile information and communication technology in LDCs: the case of sub‐Saharan Africa , 2005, Inf. Syst. J..

[17]  I. Ajzen.  Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. , 2002 .

[18]  Detmar W. Straub,et al.  Trust and TAM in Online Shopping: An Integrated Model , 2003, MIS Q..

[19]  J. Füller,et al.  Innovation creation by online basketball communities , 2007 .

[20]  Per E. Pedersen,et al.  Intentions to use mobile services: Antecedents and cross-service comparisons , 2005 .

[21]  J. Beckmann,et al.  Action control : from cognition to behavior , 1985 .

[22]  Viswanath Venkatesh,et al.  Determinants of Perceived Ease of Use: Integrating Control, Intrinsic Motivation, and Emotion into the Technology Acceptance Model , 2000, Inf. Syst. Res..

[23]  Elena Karahanna,et al.  Time Flies When You're Having Fun: Cognitive Absorption and Beliefs About Information Technology Usage , 2000, MIS Q..

[24]  Kieran Mathieson,et al.  Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior , 1991, Inf. Syst. Res..

[25]  Namkee Park,et al.  University Instructors' Acceptance of Electronic Courseware: An Application of the Technology Acceptance Model , 2007, J. Comput. Mediat. Commun..

[26]  Fred D. Davis,et al.  User Acceptance of Computer Technology: A Comparison of Two Theoretical Models , 1989 .

[27]  Erik P. Bucy,et al.  Interactivity in Society: Locating an Elusive Concept , 2004, Inf. Soc..

[28]  G. Laurent,et al.  Consumers' Involvement Profile: New Empirical Results , 1985 .

[29]  R. Goldsmith,et al.  The generality/specificity issue in consumer innovativeness research , 1995 .

[30]  G. Foxall,et al.  Psychometric properties of the Hurt–Joseph–Cook scales for the measurement of innovativeness , 1998 .

[31]  R. Kozinets.  E-tribalized Marketing?: The Strategic Implications of Virtual Communities of Consumption , 1999 .

[32]  Martin Fishbein,et al.  Noncognitive Effects on Attitude Formation and Change: Fact or Artifact? , 1995 .

[33]  Fred D. Davis.  Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology , 1989, MIS Q..

[34]  S. Beatty,et al.  Adolescent Influence in Family Decision Making: A Replication with Extension , 1994 .

[35]  P. Sheeran,et al.  Moderation of cognition-intention and cognition-behaviour relations: a meta-analysis of properties of variables from the theory of planned behaviour. , 2004, The British journal of social psychology.

[36]  G. Soutar,et al.  Consumer perceived value: The development of a multiple item scale , 2001 .

[37]  Donna L. Hoffman,et al.  Measuring the Customer Experience in Online Environments: A Structural Modeling Approach , 2000 .

[38]  M. Csíkszentmihályi.  Beyond boredom and anxiety , 1975 .

[39]  Dennis L. Hoffman,et al.  Marketing in Hypermedia Computer-Mediated Environments : Conceptual Foundations 1 ) , 1998 .

[40]  Icek Ajzen,et al.  From Intentions to Actions: A Theory of Planned Behavior , 1985 .

[41]  I. Ajzen.  The theory of planned behavior , 1991 .

[42]  Richard T. Watson,et al.  The penguin’s window: Corporate brands from an open-source perspective , 2006 .

[43]  Peter A. Todd,et al.  Understanding Information Technology Usage: A Test of Competing Models , 1995, Inf. Syst. Res..

[44]  Girish H. Subramanian,et al.  A Replication of Perceived Usefulness and Perceived Ease of Use Measurement , 1994 .

[45]  Stephen L. Vargo,et al.  Service-dominant logic: continuing the evolution , 2008 .

[46]  Christian Homburg,et al.  Personal characteristics as moderators of the relationship between customer satisfaction and loyalty—an empirical analysis , 2001 .

[47]  Viswanath Venkatesh,et al.  Why Don't Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior , 2000, MIS Q..

[48]  Patrick O'Sullivan,et al.  Attitude Toward Mobile Text Messaging: An Expectancy-Based Perspective , 2008, J. Comput. Mediat. Commun..

[49]  Fred D. Davis,et al.  Extrinsic and Intrinsic Motivation to Use Computers in the Workplace1 , 1992 .

[50]  Lakshmi Goel,et al.  Exploring the dynamics of blog communities: the case of MetaFilter , 2009, Inf. Syst. J..

[51]  Magid Igbaria,et al.  A Motivational Model of Microcomputer Usage , 1996, J. Manag. Inf. Syst..

[52]  I. Ajzen.  Attitudes, Personality and Behavior , 1988 .

[53]  I. Ajzen.  Nature and operation of attitudes. , 2001, Annual review of psychology.

[54]  Paul A. Pavlou,et al.  Consumer Acceptance of Electronic Commerce: Integrating Trust and Risk with the Technology Acceptance Model , 2003, Int. J. Electron. Commer..

[55]  John Ingham,et al.  Why do people use information technology? A critical review of the technology acceptance model , 2003, Inf. Manag..

[56]  Pin Luarn,et al.  Predicting consumer intention to use mobile service , 2006, Inf. Syst. J..

[57]  Stephen L. Vargo,et al.  Evolving to a New Dominant Logic for Marketing , 2004 .

[58]  Jonathan Steuer,et al.  Defining virtual reality: dimensions determining telepresence , 1992 .

[59]  Gordon B. Davis,et al.  User Acceptance of Information Technology: Toward a Unified View , 2003, MIS Q..

[60]  Zhaohua Deng,et al.  Exploring factors affecting Chinese consumers' usage of short message service for personal communication , 2010, Inf. Syst. J..

[61]  Ritu Agarwal,et al.  A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology , 1998, Inf. Syst. Res..

[62]  Peter H. Bloch,et al.  A Theoretical Model for the Study of Product Importance Perceptions , 1983 .

[63]  Henri Barki,et al.  Explaining the Role of User Participation in Information System Use , 1994 .

[64]  Robert P. Hawkins,et al.  Advancing communication science : merging mass and interpersonal processes , 1988 .

[65]  Barbara Loken.  The Theory of Reasoned Action: Examination of the Sufficiency Assumption For a Television Viewing Behavior , 1983 .

[66]  M. Gilly,et al.  We Are What We Post? Self‐Presentation in Personal Web Space , 2003 .

[67]  Peter A. Todd,et al.  Assessing IT usage: the role of prior experience , 1995 .

[68]  A. Adam.  Whatever happened to information systems ethics? Caught between the devil and the deep blue sea , 2004 .

[69]  Ronald E. Rice,et al.  Configurations of Relationships in Different Media: FtF, Email, Instant Messenger, Mobile Phone, and SMS , 2007, J. Comput. Mediat. Commun..

[70]  R. Watson,et al.  U-commerce: Expanding the universe of marketing , 2002 .

[71]  Werner Wirth,et al.  An Integrative Model of Mobile Phone Appropriation , 2008, J. Comput. Mediat. Commun..