Driving factors of post adoption behavior in mobile data services

Hun Choi, Youngchan Kim, Jin Woo Kim

Research output: Contribution to journalArticle

40 Citations (Scopus)

Abstract

Although research interest in post adoption behavior of ICT (Information and Communication Technology) users increases from year to year, few studies examine how motivational factors and service type influence post adoption behavior. This study investigates the antecedents of post adoption behavior in the Mobile Data Services (MDS) domain. The study conducted a nationwide online survey in Korea to verify the proposed research model that includes motivational factors and service type. Two extrinsic motivation factors (post usefulness and post monetary value) and two intrinsic motivation factors (post ease of use and post enjoyment) are the main components of the motivational factors. The results of the study reveal that the motivational factors and service type influence the post adopter type in the MDS context. The findings of this study help provide guidelines for MDS providers to select a target market and to devise a strategy that meets the stated objectives of the selected market.

Original languageEnglish
Pages (from-to)1212-1217
Number of pages6
JournalJournal of Business Research
Volume64
Issue number11
DOIs
Publication statusPublished - 2011 Nov 1

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Mobile data services
Post-adoption behavior
Factors
Motivational factors
Target markets
Service provider
Korea
Intrinsic motivation
Enjoyment
Usefulness
Information and communication technology
Ease of use
Extrinsic motivation
Online survey

All Science Journal Classification (ASJC) codes

  • Marketing

Cite this

Choi, Hun ; Kim, Youngchan ; Kim, Jin Woo. / Driving factors of post adoption behavior in mobile data services. In: Journal of Business Research. 2011 ; Vol. 64, No. 11. pp. 1212-1217.
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Driving factors of post adoption behavior in mobile data services. / Choi, Hun; Kim, Youngchan; Kim, Jin Woo.

In: Journal of Business Research, Vol. 64, No. 11, 01.11.2011, p. 1212-1217.

Research output: Contribution to journalArticle

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