Value-based Mobile Data Services Adoption: General Results of an On-going International Study

By Ravi S. Sharma and Hao Xiaoming.

Published by The Technology Collection

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Article: Electronic Free Download

Mobile data services (MDS) are increasingly perceived as a major revenue stream for the mobile service industry as well as the preferred means of accessing Internet services for the users. MDS is also the most significant means of accessing the Internet for information and communication. This study develops and tests a value model for the adoption of MDS in international markets. Until now, research on customer intention to adopt MDS has mainly focused on a single-market. As part of the Worldwide Mobile Data Services Survey (WMDSS) consortium, we participated in a multinational research programme. The empirical analysis in this article uses cross-national data from three distinct geographic markets, tests a research model derived from value-based theory via multi-group structural equation modeling (MGSEM). The findings reveal that customers from different markets assess the benefits and sacrifices in terms of adopting MDS differently. As a result, we may conjecture that mobile telecommunication services providers should adopt multi-faceted strategies to promote further MDS growth in various markets.

Keywords: Mobile Services, Multinational Markets, Perceived Value, Sacrifice, Adoption Intention, Multi-group Structural Equation Modeling

International Journal of Technology, Knowledge and Society, Volume 8, Issue 3, pp.145-160. Article: Print (Spiral Bound). Article: Electronic (PDF File; 836.580KB).

Prof. Ravi S. Sharma

Associate Professor, Wee Kim Wee School of Communication and Information, Nanyang Technological University, Singapore, Singapore

Ravi S. Sharma (www.ntu.edu.sg/home/asrsharma) is currently an Associate Professor of Knowledge Management at the Wee Kim Wee School in NTU. Prior to this, he was founding Director (India Strategy) at NTU for a two-year term. Ravi had spent the previous 10 years in industry as Asean Communications Industry Principal at IBM Global Services and before that, Director of the Multimedia Competency Centre of Deutsche Telekom Asia. Ravi’s teaching, consulting and research interests are in telecommunications best practices and strategies. His work has appeared in leading journals, conferences, trade publications and the broadcast media. He has been teaching IT and management courses since 1985 and enjoys this role as educator and mentor immensely. He has co-authored a graduate level text on KM Tools and Techniques. As consulting engagements, he has served as telco industry advisor to Frost & Sullivan’s technology practice in the Asia Pacific, Vice-President of the Homeportal Inc. presence in Asia, and business advisor to several local startups. Ravi received his PhD in engineering from the University of Waterloo and is a Chartered Engineer (UK) and a Senior Member of the IET. He sits on the advisory boards of several professional journals and non-profit organizations.

Dr. Hao Xiaoming

Nanyang Technological University, Singapore

Hao Xiaoming is a professor at the Wee Kim Wee School of Communication and Information, Nanyang Technological University of Singapore. His research interests include international communication, comparative media systems, social impact of new communication technologies, audience studies and media effects. His publications have appeared in Communication Law and Policy, Gazette, Intercultural Communication Studies, Journal of Broadcasting & Electronic Media, Journal of Communication, Journalism and Mass Communication Educator, Journalism and Mass Communication Quarterly, Journal of Popular Film and Television, The Information Society and The Public among others.

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