What makes consumers use VoIP over mobile phones? Free riding or consumerization of new service

Consumer acceptance of technological innovations is crucial to marketing strategy and policy development. This study analyzes consumer behaviors in mobile voice over Internet protocol (mVoIP), focusing on the antecedents of consumers' intentions. Using a context-specific extension of the Technology Acceptance Model, mVoIP acceptance was investigated based on the salient belief of perceived usefulness, perceived ease of use, and facilitating factors. The results show that quality factors of mVoIP significantly influence the usefulness and ease of use, which subsequently affect the adoption of the technology. Call and service quality were found to be significant factors, followed by mobility and coverage. The policy and managerial implications of mVoIP are discussed based on the model. In conclusion, this study provides in-depth analysis and heuristic data on the consumer drivers, market dynamics, and policy implication within the mVoIP ecosystem.

► Consumer behaviors in mobile voice over Internet protocol (mVoIP) were researched.
► Quality factors of mVoIP significantly influence the usefulness and ease of use.
► The model brings together extant research on mVoIP in terms of adoption and diffusion.
► Policy and managerial implications are discussed based on the model of consumer adoption and use.