کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
467214 | 697919 | 2009 | 12 صفحه PDF | دانلود رایگان |
Research in the adoption of innovative services in mobile communications markets has not offered a comprehensive explanation of how the individual makes a choice. This article proposes a theoretical framework for the analysis of the adoption decision of innovative mobile services such as mobile TV. The decision to adopt the service can be viewed as a choice based on two cognitive processes of reasoning and referencing, as postulated in behavioural decision making. The framework has both theoretical and practical value. From a theoretical perspective, it illustrates the manner in which referencing and reasoning influence the individual’s decision to adopt innovative services in the mobile telecommunications market. From a practical perspective the framework offers a market analysis tool which can generate useful insights for the vendors.
Journal: Telematics and Informatics - Volume 26, Issue 3, August 2009, Pages 270–281