Understanding Post-Adoption Usage of Mobile Data Services: The Role of Supplier-Side Variables
Lee, Sanghoon, Shin, Bongsik, Lee, Ho Geun, Journal of the Association for Information Systems
This study investigates factors that affect usage changes in mobile data services (MDS). First, we conducted an exploratory study based on 378 survey responses to learn about important decision factors of MDS usage. It revealed a discrepancy between the forces influencing usage increase and those of usage decrease. Based on the findings from the exploratory study and Hertzberg's two-factor theory, we postulated information quality as the motivator and system quality as the de-motivator of MDS usage. Then, we undertook a confirmative study on the respective roles of these factors in encouraging and discouraging the usage of MDS. We proposed a research model and empirically tested our hypotheses with partial least square (PLS) analysis based on 478 responses from MDS users. Information quality (as a motivator) was positively associated with MDS usage increase, but system quality (as a de-motivator) was not. Also, system quality was negatively associated with usage decrease, but information quality was not. Last, their association was partially moderated by the type of motivation for using MDS. Information quality had a stronger influence on MDS usage increase when the main motive was utilitarian rather than hedonic.
Key words: Information Quality, System Quality, Two Factor Theory, Motivator, Hygiene Factor, Mobile Data Service
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Conventional telecommunications technologies, characterized by wires, fixed locations, and inflexibility, are rapidly giving way to mobile technologies. Numerous research reports point to the ultimate domination of wireless communication. With the increasing prevalence of advanced cellphones, various mobile data services (MDS) are gaining in popularity as well. MDS include digital data services such as news on various topics, Internet searching, mapping and location-based information, mobile banking, and gaming that can be accessed via mobile devices over a wide geographic area. Although cellular networks as the dominant MDS infrastructure were originally introduced for voice communications, statistics indicate that data services are replacing voice service as the growth engine for telcos. For instance, SK Telecom, Korea's largest mobile service provider, reported that 24.9 percent of ARPU (average revenue per user) (2007, 3Q) came from MDS, and the share has been growing (SK Telecom, 2007a). Statistics also indicate that, although ARPU for voice service decreased 2.5 percent in 2006, MDS grew 11.2 percent from the previous year, further highlighting the growth potential of data services (SK Telecom, 2007b).
Despite the rapid ascendance of MDS as a major market for telecom service providers, the research on how individuals at different stages of MDS adoption or with different usage behaviors react to varied service-related characteristics is in its nascent stage. This is a salient issue particularly to the MDS providers who have to make large-scale investment decisions and need to best the competition by making the most out of the service infrastructure. One of the prominent issues for service providers is that, given the various types of MDS users (e.g., heavy vs. light users; increasing, plateauing vs. lapsing users), the approaches relevant to information systems that may be taken to achieve the business goal. Our research is an attempt to provide some insight. The theoretical issue of MDS as an IT service, along with its huge economic implications, warrants focused research.
MDS have unique value factors including: ubiquity, with real-time information flow and e-commerce transactions from any place; reachability and instant connectivity to clients and information; convenience and mobility of devices; service customization according to user locations or target area s; personalization capability of information services according to user profiles; and timeliness in service rendering (Lee and Benbasat, 2003; Pedersen, 2005; Rao and Troshani, 2007). …