Testing a Moderator-Type Research Model on the Use of Mobile Phone

Article excerpt

INTRODUCTION

Since numerous years, mobile phone is used for different professional purposes, particularly by senior managers in the workplace. And this technology is more and more used in the workplace since mobile applications have been integrated to actual enterprise business strategies. Individual adoption of technology has been studied extensively in the workplace (Brown & Venkatesh, 2005). Far less attention has been paid to adoption of technology in the household (Brown & Venkatesh, 2005). Obviously, mobile phone is now integrated into our daily life. According to the more recent forecast of Gartner Research, 1.22 billion of mobile phones have been sold throughout the world in 2008, a 6 percent increase over 2007 sales (Gartner Newsroom, 2008). And, as the tendency is showing up, mobile phone use will be still increasing in the future. The purpose of this study is then to investigate who really are the users of a mobile phone and what are the determining factors who make such that they are using a mobile phone?

Few studies have been conducted until now which investigate the intention to adopt a mobile phone by people in household (in the case of those who do not yet own a mobile phone) or the use of mobile phone in the everyday life of people in household (in the case of those who own a mobile phone). Yet we can easily see that mobile phone is actually completely transforming the ways of communication of people around the world. It is therefore crucial to more deeply examine the determining factors in the use of mobile phone by people in household. This is the aim of the present study. The related literature on the actual research area of mobile phone is summarized in Table 1.

In addition to the summary of literature on the actual research area of mobile phone presented in Table 1, other researchers have identified some factors which may increase the use of mobile phone by people in household. For example, in a large study conducted in 43 countries of the world, Kauffman and Techatassanasoontorn (2005) noted a faster increase in the use of mobile phone in countries having a more developed telecommunications infrastructure, being more competitive on the wireless market, and having lower wireless network access costs and less standards regarding the wireless technology. And a study involving 208 users by Wei (2008) showed that different motivations predict diverse uses of mobile phone. According to the Wei's findings, mobile phone establishes a bridge between interpersonal communication and mass communication.

As we can see in the summary of literature related to mobile phone presented above, few studies until now examined the determining factors in the use of mobile phone by people in household. Thus, the present study brings an important contribution to fill this gap as it allows a better understanding of the impacts of mobile phone usage into people's daily life. It focuses on the following two research questions: (1) Who are the buyers of mobile phone for household use? (2) What are the determining factors in the use of mobile phone by people in household?

The paper builds on a framework suggested by Fillion (2004) in the conduct of hypothetico-deductive scientific research in organizational sciences, and it is structured as follows: first, the theoretical approach which guides the study is developed; second, the methodology followed to conduct the study is described; finally, the results of the study are reported and discussed.

THEORETICAL APPROACH

This study is based on the theoretical foundations developed by Venkatesh and Brown (2001) to investigate the factors driving personal computer adoption in American homes as well as those developed by Brown and Venkatesh (2005) to verify the determining factors in intention to adopt a personal computer in household by American people. In fact, Brown and Venkatesh (2005) performed the first quantitative test of the recently developed model of adoption of technology in households (MATH) and they proposed and tested a theoretical extension of MATH integrating some demographic characteristics varying across different life cycle stages as moderating variables. …