Mobile Internet Acceptance among University Students: A Value-based Adoption Model

Ratna Roostika

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Technology Adoption and User Behaviour Customer Service Quality and Loyalty Health, Technology, Consumer Behavior

Abstract

The mobile internet market has so far experienced in a rapid growth and intense competition. These conditions have caused many mobile internet providers to adopt marketing approaches since they must compete to attract and stay close to retain their customers. Despite its phenomenal growth, there is lack of research that focus on personal users of mobile internet. By applying the Value-based adoption model, the objective of this study is to analyse the perceived value relations to new ICT mobile internet adoption behavior. Purposive sampling was employed to gather the data. 199 valid data were analysed using Partial Least squares. The results show that usefulness and enjoyment which represent benefits had positive influence on perceived value. Whereas, technicality was the only dimension (represented as sacrifices) that influenced perceived value. Perceived fee was not significant as dimensions of perceived value. Overall, perceived value had positive effect on adoption intentions. Key words: Perceived value, adoption intention, mobile internet

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References

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