Value-based adoption of mobile internet in Iran

University essay from Luleå/Department of Business Administration and Social Sciences

Abstract: Regarding the ever-increasing number of cell phone subscribers, the
situations of businesses are changing to mobile form. The trend of
switching fashion of business is from traditional to electronic commerce
and from that to mobile commerce. Mobile Internet adoption is one of the
fundamental steps to mobile commerce implementation. This research studies
the adoption of Mobile Internet as a one of new Information and
Communication Technology (ICT) from the value point of view.
While M-Internet principally provides the same services as stationary
Internet, its acceptance rate is lower than stationary Internet. The reason
probably is the cost of its usage. The adopters of M-Internet are
individuals and the majority of them use it for personal purpose and the
cost of voluntary usage is tolerated by individuals. Thus, for studying the
adoption of M-Internet the famous Technology Acceptance Model (TAM) which
has been used for explaining traditional technologies is not appropriate
for the reason that most of those users and adopters are employees who use
it for their work and the cost of requisite adoption is suffered and
supported by the organization.

To overcome this distinguishes among traditional technology and fresh one,
we should consider the perceived value from the customer's point of view
and this is possible via the Value-based model (VAM).This study applies the
Value-based Adoption Model in M-Internet. For doing so, a survey has been
presented on M-Internet users, questionnaires were distributed among them
and the results analyzed based research questions. Finally, the conclusions
and implications were prepared.

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