Long term evolution mobile services and intention to adopt : a Malaysian perspective

Kitchen, PJ; Martin, R; Che-Ha, N

Abstract

Given the swift diffusion of mobile internet and smartphones in Malaysia, long term evolution (LTE) mobile services seems to offer a tremendous business opportunity and current and future market potential. This paper examines the critical factors that may influence intention to adopt LTE. Drawing on the well-known technology acceptance model, the framework is extended by including other variables perceived as pertinent to LTE. The findings show that attitude is the most significant factor in predicting behavioral intentions toward LTE. Other factors include: perceived usefulness, perceived processing speed, personal innovativeness, and image and network effects. These findings offer an extension to Technology Adoption Model, describe LTE, and managerially can be utilized to formulate more effective promotion and pricing strategies.

Citation

Kitchen, P., Martin, R., & Che-Ha, N. (2015). Long term evolution mobile services and intention to adopt : a Malaysian perspective. Journal of Strategic Marketing, 23(7), 643-654. https://doi.org/10.1080/0965254X.2014.1001869

• Journal Article Type: Article
• Acceptance Date: Dec 15, 2014
• Publication Date: Jan 20, 2015
• Deposit Date: Apr 4, 2016
• Journal: Journal of Strategic Marketing
• Print ISSN: 0965-254X
• Electronic ISSN: 1466-4488
• Publisher: Routledge
• Volume: 23
• Issue: 7
• Pages: 643-654
• DOI: https://doi.org/10.1080/0965254X.2014.1001869
• Publisher URL: http://dx.doi.org/10.1080/0965254X.2014.1001869
• Related Public URLs: http://www.tandfonline.com/toc/rjsm20/current