Adoption of Mobile Internet Devices and Services: A Multinational Study

Abstract

Despite the exponential growth in mobile subscription rates worldwide, research into the antecedents of mobile internet technology adoption behaviour has been sparse. This study attempts to fill that research lacunae. A device-service adoption model that is based on adaptive structuration theory and the perceived value paradigm is proposed and empirically tested with structural equation modelling (SEM) using data collected from five major markets, including Finland, Singapore, South Korea, Taiwan, and the USA. The study provides an explanation for the variance in the levels of adoption across the five markets. The findings do not entirely conform to those of prior studies. The results reveal that consumers` preferences in adopting mobile internet devices and services vary across markets according to adaption and value. The results also show the significant effects of income level on the adoption of mobile internet devices and services across these markets. Finally, theoretical and practical implications are discussed.