Examination of the influence of personal attributes on consumer use of m-services

Drennan, J. C. and Sullivan Mort, G. (2003). Examination of the influence of personal attributes on consumer use of m-services. In: G. Geursen, R. Kennedy and M. Tolo, ANZMAC2003 Proceedings: A Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. ANZMAC 2003, Adelaide, South Australia, (809-817). 1-3 December 2003.


Author Drennan, J. C.
Sullivan Mort, G.
Title of paper Examination of the influence of personal attributes on consumer use of m-services
Conference name ANZMAC 2003
Conference location Adelaide, South Australia
Conference dates 1-3 December 2003
Proceedings title ANZMAC2003 Proceedings: A Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution
Place of Publication Adelaide, Australia
Publisher The University of South Australia
Publication Year 2003
Sub-type Fully published paper
ISBN 0868039837
Editor G. Geursen
R. Kennedy
M. Tolo
Start page 809
End page 817
Total pages 9
Collection year 2003
Language eng
Abstract/Summary The rapid uptake of mobile devices has created the capacity to provide services to consumers while they are on the move, and new mobile services (m-services) are constantly emerging. In past research, personal attributes have been found to be important in the adoption and use of information and communication technology. However, little research has been conducted in the area of m-services. To explore factors influencing the use of these services, this paper examines personal attributes in terms of motivational, attitudinal and demographic characteristics. Specifically, it investigates the influence of innovativeness, self- efficacy, involvement and impulsiveness, as well as age and gender on m-services use. Data were collected from a convenience sample of 250 respondents using an online survey and a modified snowball procedure. Age and gender were quite well balanced in the sample. The multiple regression model was significant and the hypotheses relating to the positive relationship between impulsiveness, involvement and gender and m-services were supported. Findings are discussed, further implications for managers are suggested and directions for future research are proposed.
Subjects E1
350204 Marketing and Market Research
720401 Marketing
Keyword Mobile services
Consumers
Q-Index Code E1

 
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Created: Fri, 24 Aug 2007, 13:02:38 EST