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UNDERSTANDING CONSUMER PERCEPTIONS OF TECHNOLOGY INTENSIVE SERVICES - Consumer responsiveness to the novel mobile multimedia servises Abstract of the doctoral research Annu Ristola Department of Marketing Faculty of Economics and Business Administration P.O.Box 4600 FIN90014-University of Oulu, Finland [email protected]
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1 JUSTIFICATION AND RESEARCH OBJECTIVES OF THE STUDY The aim of this study is to increase our understanding of consumer acceptance of mobile services. The purpose is to find out and describe the factors that have an effect on the acceptance or rejection of novel technology intensive services and how they predict individual’s intention to use mobile multimedia services. The first objective theoretical part will have, is to explore previous research concerning technology acceptance and in addition to that, more specifically to study previous research concerning acceptance of mobile services. The second objective is to formulate a model of acceptance of mobile services. The third objective is to combine this technology based study to the discussion of the marketing field, emphasizing consumer’s role in mobile marketing area. This study approaches tehcnology acceptance from the perspective of consumers by examinig the use of novel mobile services in a real environment. The empirical part will also have important objectives on this study. Empirical part will be based on a data collected from the field trials of Rotuaari project during the years 2003-2006. As the reserach project have made possible to conduct real life experiments, this study will also contribute on the methodological front. The major strenght of this study is that it does not ask consumers to hypothesize how they would feel to use mobile services. By using this experiment-research methodology, I approached this research area in unique way. Consumers have had possibility to try novel mobile services in a real environment, instead of testing the service in the laboratory settings. The objective is to model mobile services acceptance among consumers using both quantitative and qualitative methods that is unusual in the context of technology acceptance studies. The dissertation will be based on articles. The mobile business has the potential to grow to one of the most important industries in the world. Especially in Finland the potential is large owing to the fact that our country has been the pioneer in this field from the beginning and the Finns are one of the most enthusiastic mobile phone users. So far there has not been lot of research concerning consumer behavior in mobile service context. The ones that are available concerns mainly traditional or the kind services that exists in mobile phone as basic default, like SMS (Grinter & Eldridge, 2001; Pedersen, 2002) and normal usage of mobile devices (Rautianen & Kaseniemi, 2000). From a theoretical perspective, the thesis will provide new information about consumer behavior in a rapidly growing mobile commerce area. For marketers, an understanding of consumer behavior is increasingly recognized as a
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This note was uploaded on 08/30/2010 for the course PSYC 0001x taught by Professor Smith during the Spring '10 term at Abu Dhabi University.

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