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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

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.

Suggested Citation

  • Nikou, Shahrokh & Mezei, Jozsef & Bouwman, Harry & Liu, Yong, 2011. "Factors influencing the adoption of mobile services consumers' preferences using analytic hierarchy process," 22nd European Regional ITS Conference, Budapest 2011: Innovative ICT Applications - Emerging Regulatory, Economic and Policy Issues 52151, International Telecommunications Society (ITS).
  • Handle: RePEc:zbw:itse11:52151
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    References listed on IDEAS

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    1. Salinger, Michael A, 1995. "A Graphical Analysis of Bundling," The Journal of Business, University of Chicago Press, vol. 68(1), pages 85-98, January.
    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. 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.
    4. 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.
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    Cited by:

    1. Nikou, Shahrokh & Mezei, József, 2013. "Evaluation of mobile services and substantial adoption factors with Analytic Hierarchy Process (AHP)," Telecommunications Policy, Elsevier, vol. 37(10), pages 915-929.

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    Keywords

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

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