[chisigmail] IDG Seminar: Investigating the Impact of the Interaction between Consumers and Service-Providers on Consumers' Adoption of Advanced Mobile Commerce Services

[Daryl Ku]

(Apologies for cross posting)

You are cordially invited to an IDG Seminar.


PRESENTER:      Yousuf S. Al Hinai, Department of Information Systems,  
University of Melbourne

TITLE:          Investigating the Impact of the Interaction between  
Consumers and Service-Providers on Consumers' Adoption of Advanced Mobile  
Commerce Services

VENUE:          University of Melbourne, IDEA Lab, Level 4, 111 Barry  
Street, Carlton

DATE and TIME:  Friday, 24 Jul 2009, 3.00 - 4.00 pm


ABSTRACT:
This research examined the adoption of more advanced mobile services by  
existing users of mobile communication technology. This is to find out  
which factors make the user more or less likely to use that technology in  
more advanced ways (and how the user influences that decision). The aim is  
to offer a better understanding of the unique adoption-related  
characteristics of mobile communication technologies, and how those  
characteristics impact on the broader question of why some existing users  
of a basic technology (or technology-dependent service) upgrade to a more  
advanced version while others do not. This type of adoption, which is  
common for technologies that have a high penetration rate such as mobile  
technologies, is not explained adequately by existing adoption models.  
These models do not take into account the relational nature of  
communication technologies but merely describe the process leading to  
initial use of a technology, as opposed to the adoption of more advanced  
features after that point.

Through a quantitative and a qualitative study, the research found the  
impact of the factors that relate to the interaction between the consumer  
and the mobile service provider plays an important role in shaping  
consumer adoption perceptions of more advanced mobile services; and that  
the impact of these factors is more influential than the impact from other  
well-established factors (e.g. usefulness, ease of use, social influence).  
The findings offer several implications to both theory and practice.

BIO:
Yousuf S. Al Hinai is a PhD candidate with the Department of Information  
Systems, University of Melbourne.


Please forward to others if interested. All are Welcome.
http://www.dis.unimelb.edu.au/research/groups/interactiondesign/seminars.html

-- 
Daryl Ku
PhD Candidate & Interaction Design Group Coordinator

Interaction Design Group
Department of Information Systems
Room 4.65, ICT Building
University of Melbourne
+61 3 834 41516
darylk at unimelb.edu.au