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MVNO services: Policy implications for promoting MVNO diffusion

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  • Shin, Dong-Hee

Abstract

This study seeks to validate a comprehensive model of consumer acceptance in the context of MVNOs. While the MVNO business model has gained much popularity over the past few years, it shows a sign of drastic decrease. This study uses the unified theory of acceptance and the use of technology (UTAUT) model with constructs from the innovation diffusion theory (IDT) such as compatibility, relative advantage and social influence. Structural equation modeling is used to construct a predictive model of attitudes toward the MVNO services. While the model confirms the classical role of technology adoption factors (i.e., perceived usefulness and ease of use are key antecedents to consumers' intention), the results also show that users' intention and usage are influenced by IDT factors. The model brings together extant research on MVNO and provides an important cluster of antecedents to eventual technology acceptance via constructs of behavioral intention to use and to the actual MVNO usage. Policy implications of MVNO are discussed in terms of consumer adoption and market diffusion.

Suggested Citation

  • Shin, Dong-Hee, 2010. "MVNO services: Policy implications for promoting MVNO diffusion," Telecommunications Policy, Elsevier, vol. 34(10), pages 616-632, November.
    • Handle: RePEc:eee:telpol:v:34:y:2010:i:10:p:616-632
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    Cited by:

    1. Kawaljeet Kaur Kapoor & Yogesh K. Dwivedi & Michael D. Williams, 2015. "Examining the role of three sets of innovation attributes for determining adoption of the interbank mobile payment service," Information Systems Frontiers, Springer, vol. 17(5), pages 1039-1056, October.
    2. Nikou, Shahrokh, 2018. "Internet of Things: Exploring households' intention to use smart home technology," 22nd ITS Biennial Conference, Seoul 2018. Beyond the boundaries: Challenges for business, policy and society 190335, International Telecommunications Society (ITS).
    3. Shui-Lien Chen & June-Hong Chen & Shiou Chi Chang, 2017. "Understanding the Antecedents of Individuals Intention of Using Cloud Services," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(2), pages 139-166, August.
    4. Liao, Chun-Hsiung & Lien, Chun-Yu, 2012. "Measuring the technology gap of APEC integrated telecommunications operators," Telecommunications Policy, Elsevier, vol. 36(10), pages 989-996.
    5. Amaro, Suzanne & Duarte, Paulo, 2015. "An integrative model of consumers' intentions to purchase travel online," Tourism Management, Elsevier, vol. 46(C), pages 64-79.
    6. Badran, Mona Farid, 2019. "eHealth in Egypt: The demand-side perspective of implementing electronic health records," Telecommunications Policy, Elsevier, vol. 43(6), pages 576-594.
    7. Lee-Yun Pan & Shih-Chi Chang & Chia-Chi Sun, 2014. "A three-stage model for smart phone use antecedents," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(2), pages 1107-1115, March.
    8. Karamti, Chiraz, 2019. "Lopsided effects of telecom reforms on mobile markets in the enlarged EU: Evidence from dynamic quantile model," Telecommunications Policy, Elsevier, vol. 43(3), pages 238-261.
    9. Garrido, Elisabet & Whalley, Jason, 2013. "Competition in wholesale markets: Do MNOs compete to host MVNOs?," Telecommunications Policy, Elsevier, vol. 37(11), pages 1124-1141.
    10. Kim, Junghwan & Kim, Seongcheol & Nam, Changi, 2016. "User resistance to acceptance of In-Vehicle Infotainment (IVI) systems," Telecommunications Policy, Elsevier, vol. 40(9), pages 919-930.
    11. Vineet Sehgal & Mahim Sagar & Ravi Shankar, 2016. "Modelling of Key Success Factors for Mobile Virtual Network Operators in Indian Telecommunication Market," Global Business Review, International Management Institute, vol. 17(6), pages 1314-1338, December.
    12. Nor Nadia Normahazan & Intan Salwani Mohamed & Nabilah Rozzani, 2020. "Drivers Contributing to the Implementation of Generalized Audit Software (GAS) within Audit Firms in Malaysia," Business and Economic Research, Macrothink Institute, vol. 10(2), pages 341-354, June.

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