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ThinkMind // UBICOMM 2011, The Fifth International Conference on Mobile Ubiquitous Computing, Systems, Services and Technologies // View article ubicomm_2011_5_20_10071


Increasing Usage Intention of Mobile Information Services via Mobile Tagging

Authors:
Susanne J. Niklas
Stephan Böhm

Keywords: Mobile Information Services, Mobile Tagging, Technology Acceptance

Abstract:
Mobile information services are increasingly growing in popularity: end-users are getting used to “being always on”, and they are changing their everyday communication behavior. Organizations focus on new ways of creating value-adding services for their customers, and researchers explore aspects of success and implementation of mobile services. In this connection, organizations have a keen interest in information about prospective acceptance and use of their offerings. However, research on the scope of mobile service acceptance often lacks practical relevance, as recommendations for enhancing prospective acceptance are seldom provided. To contribute to this part, the present study investigates user acceptance of mobile services, also showing up a concrete possibility of increasing behavioral intention to use such services by assisting their accessibility via Mobile Tagging. For this, characteristics and functionality of Mobile Tagging for access facilitation are presented first. After that, an integrated acceptance model is compiled and empirically tested. The results found, show that including Mobile Tagging into an integrated cross-media communication strategy significantly enhances the intention to use mobile services. Additionally, the findings indicate that mobile information service acceptance is strongly influenced by individual personality factors, and offerings should therefore be systematically addressed at selective target groups.

Pages: 98 to 104

Copyright: Copyright (c) IARIA, 2011

Publication date: November 20, 2011

Published in: conference

ISSN: 2308-4278

ISBN: 978-1-61208-171-7

Location: Lisbon, Portugal

Dates: from November 20, 2011 to November 25, 2011

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