Predicting behavioral intention of mobile Internet usage

• Analyze an innovative model to explain behavioral intention to use mobile Internet.
• To include operating system of devices as antecedent of behavioral intention.
• This study deals with the relationship between image and price/value on intention to use mobile Internet.
• The Latin American context (Chile).
• Gender has a great effect upon the relationship between OS and behavioral intention.

The main purpose of this research is to analyze an innovative model to explain behavioral intention to use mobile Internet, using as antecedents the operating system of smart phones, self-image of respondents and price value, taking into account gender as a moderator variable. The partial least squares approach was applied to test the research model. All the research hypotheses have been contrasted, and the obtained results support the proposed model. Males using iPhone have the greatest behavioral intention of using mobile Internet.