A MODEL OF USER ADOPTION OF MOBILE PORTALS

Abstract

The purpose of the study is to present a conceptual model of user adoption of mobile portals. This model identifies factors that may potentially influence an individual’s decision whether to start or continue utilizing wireless portals. The major distinction of the proposed model from those of prior MIS technology adoption projects is that it includes not only widely employed MIS constructs but also the perceived value construct of a mobile portal. This construct is adapted from the marketing literature. It reflects the perceived level of a wireless service quality relative to the airtime cost. The rationale for the introduction of perceived value in terms of an individual’s direct financial expenses lies in the unique nature of mobile communication device usage. The proposed model also identifies two individual-specific antecedents and five portal-specific antecedents of those key constructs because they may potentially explicate the variance of users ’ perceptions of portal experiences. In addition, the paper presents a survey of real-life users of mobile portals, designs a questionnaire, and selects appropriate data-analysis techniques.

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