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Factors influencing the adoption of mobile services consumers' preferences using analytic hierarchy process

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  • Nikou, Shahrokh
  • Mezei, Jozsef
  • Bouwman, Harry
  • Liu, Yong
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    Abstract

    The rapid and widespread development of innovations in mobile services is changing societies and improving lives around the world. Due to lagging adoption, many of these new innovations have yet failed to generate revenue that was expected by mobile network operators, application and content developers. There are several factors which are affecting the service adoption by consumers. This paper aims to provide practitioners and academics, an insight on what consumers' preferences are by using an Analytic Hierarchy Approach (AHP). The objective of this paper is to identify factors influencing the adoption of the mobile services. In this study we have considered Payment Mode, Functionality, Added Value and PQCP (perceived quality, cost and performance) as the main service adoption factors. The survey results indicate that Functionality is the most important influencing factor for the respondents, followed by Added Value, PQCP and Payment Mode. --

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    Bibliographic Info

    Paper provided by International Telecommunications Society (ITS) in its series 22nd European Regional ITS Conference, Budapest 2011: Innovative ICT Applications - Emerging Regulatory, Economic and Policy Issues with number 52151.

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    Date of creation: 2011
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    Handle: RePEc:zbw:itse11:52151

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    Web page: http://www.itseurope.org/

    Related research

    Keywords: Adoption; AHP; Mobile Value Services; Consumer's Preferences;

    This paper has been announced in the following NEP Reports:

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    1. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    2. Tina Bratkovic, 2009. "European Conference on Entrepreneurship and Innovation – ECEI 2009," Management, University of Primorska, Faculty of Management Koper, vol. 4(4), pages 399-402.
    3. Chou, Yuntsai & Lee, Chiwei & Chung, Jianru, 2004. "Understanding m-commerce payment systems through the analytic hierarchy process," Journal of Business Research, Elsevier, vol. 57(12), pages 1423-1430, December.
    4. Salinger, Michael A, 1995. "A Graphical Analysis of Bundling," The Journal of Business, University of Chicago Press, vol. 68(1), pages 85-98, January.
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