Proceedings of the 13th Asia Pacific Management Conference, Melbourne, Australia, 2007, 222-230

A Literature Analysis on the Adoption of Mobile Commerce Services by

Individuals
Yousuf Salim AlHinai a, Sherah Kurnia a and Robert B. Johnston a
a

Department of Information Systems, The University of Melbourne

Abstract
Mobile commerce has been a huge success in terms of adoption by individuals in some markets like Japan, while, surprisingly,
not as flourishing in others. Many studies have been conducted using traditional adoption models and theories (such as TAM) that
mainly focus on technology aspects. A more complete understanding of the issue requires the need to integrate three roles that mcommerce users play: as technology users, network members and consumers. In this study, we review existing literature on
individuals voluntary adoption of mobile commerce services to highlight the adequacy/inadequacy of previous studies coverage of
these three roles. We observe that there is a lack of a complete understanding of mobile commerce adoption in the current literature.
Several implications for future research and practice are discussed.

Keywords: Mobile commerce; Adoption; Individuals; Mobile services; Technology acceptance; TAM; Consumer; Customer;
Network

the factors that affect individuals intentions to adopt or

reject the use of mobile commerce services.

1. Introduction
Mobile commerce or m-commerce is defined as any
direct or indirect transaction with a potential monetary
value conducted via wireless telecommunication
networks (Wu and Wang 2005). Using mobile services,
users
can
send/receive
emails,
download
music/graphics/animations, shop for goods and services,
play interactive online games, trade stocks, book tickets,
find friends, conduct financial and banking transactions
and so on. One of the main benefits of using mcommerce services is the ability to carry out tasks
anywhere, anytime. Given such uniqueness, mobile
commerce has been a huge success in some markets
such as Japan. However, interestingly this innovation
has not been as flourishing in other markets such as the
USA and Australia(Oh, Yang et al. 2006; Government
2007; Kurnia, Lee et al. 2007).

One of the major reasons for this insufficiency lies

in the kind of role(s) played by m-commerce services
users compared to roles played by users of traditional
technologies such as Personal Computers (PCs).
Traditional technology users have mainly been studied
in terms of their role as technology users through their
interaction with the technology itself and as network
members through interaction with other people. Users
of m-commerce services, on the other hand, play a
threefold role:
as technology users, as network
members, and as consumers (Pedersen, Methlie et al.
2002), (Kim, Chan et al. 2005). Therefore, to fully
understand individuals adoption of mobile commerce,
these three roles or perspectives have to be integrated.
In this study, we review existing literature on
individuals voluntary adoption of mobile commerce
services to highlight the adequacy/inadequacy of
previous studies coverage of the three roles mentioned.
We observe that there is a lack of a complete
understanding of mobile commerce adoption because
most studies have concentrated on investigating the
issue based on the technology user perspective using
traditional adoption theories. In addition, a smaller
number of studies have considered the role of mcommerce users as network members and far fewer
have investigated their role as consumers. In this study,
we further argue that a more complete understanding of
mobile commerce adoption can only be obtained if the
three roles of the users are considered in mobile

This issue has drawn a lot of attention from

researchers to understand the factors that drive
individuals adoption/rejection of this innovation. Many
studies have been conducted using traditional adoption
models and theories such as the Technology Acceptance
Model (TAM) (Davis 1989; Davis, Bagozzi et al. 1989),
the Theory of Planned Behaviour (TPB) (Ajzen 1988)
and the Diffusion of Innovation (DOI) theory (Rogers
c2003). However, many authors (e.g. (Pedersen and
Nysveen 2002; Pedersen and Ling 2003; Yu, Liu et al.
2003; Kim, Chan et al. 2005; Nysveen, Pedersen et al.
2005)) have pointed out that traditional adoption models
are insufficient to gain a comprehensive explanation of

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commerce adoption studies. Based on this review,

directions and recommendations for future research are
identified. Thus, this study helps synthesize prior
research on the topic and streamline the efforts of
current and future researchers in a common direction. It
also helps make the insights gained from research more
insightful and beneficial for practitioners as a more
complete understanding of the issue is gained by
considering the three roles played by m-commerce users.

Technology User

Consumer

Network Member

Figure 1. Roles Played by Mobile Commerce Users

(Adopted from Pedersen, Methlie and Thorbjrnsen 2002)

The paper is organized as follows. Section 2

discusses what makes the adopters of m-commerce
services different than the adopters of traditional
technologies. Section 3 outlines the boundaries of this
review and the research approach. Section 4 presents the
findings and discussion. Finally, we conclude the study
and outline some recommendations for future research.

all adoption factors studied relate one way or the other

to the technology or service characteristics and its use.
Studies investigating this role mainly use traditional
theories such as the Technology Acceptance Model
(TAM) (Davis 1989; Davis, Bagozzi et al. 1989), the
Theory of Planned Behaviour (TPB) (Ajzen 1988) and
the Diffusion of Innovation (DOI) theory (Rogers
c2003). Based on these theories researchers of mobile
commerce adoption studied the effects of factors such
as usefulness, ease of use, enjoyment of using a service,
content and system quality, impact of technical issues
such as bandwidth and line capacity and so on.

2. The Uniqueness of Mobile Commerce Adopters

Mobile commerce users are more than just
technology users. Two other roles make them unique
compared to adopters of traditional technologies such as
computers, fax machines and software. First, they are
usually part of a social network of people such as
friends and family. This network would usually
influence an individuals perceptions, opinions and
actions in regard to different objects including service
offers. People usually recommend good services to each
other and equally they oppose and discourage
unfavourable services to each other. Therefore,
depending on the level of interaction with others, the
decision to adopt or reject a certain service is not only a
result of a mere personal evaluation, but is usually
affected by others.

2.2 M-commerce Adopters as Network Members

This perspective or role takes account of factors that
relate to the users surroundings and interactions with
other people in his/her personal network of family,
friends, colleagues and other important people. This
perspective is based on the fact that an individuals
decisions and behaviours are not made solely by
him/her, but rather are influenced by the opinions and
recommendations of other important people. As a
person is part of a social network, he/she normally
interacts with others in daily life and talks and shares
with others what he/she sees, thinks and experiences.
That is why, for example, word of mouth is known as
one of the most effective channels through which
positive and negative ideas and perceptions spread in a
social setting. Ignoring such effects in m-commerce
adoption research would result in an incomplete
understanding of the power of social networks in
impacting ones beliefs, attitudes and perceptions.

Second, in order to use a mobile commerce service,

an individual first needs to subscribe to a mobile
telephony service with a service provider. Only after
becoming a mobile phone user, he/she can make a
decision about becoming or not becoming an mcommerce adopter. Consequently, being a customer of a
business in the first place raises the importance of many
factors that can affect subsequent intentions and
decisions to accept new service offers. A customers
evaluation of such factors can result in either positive or
negative outcomes. In either case, this evaluation would
have an impact on his/her future service adoption
decisions.

Some traditional adoption theories such as TRA and

TPB included such influences as part of their basic
concepts. Mobile commerce adoption researchers (for
example, (Fogelgren-Pedersen 2005) (Pedersen 2005)
(Malhotra and Segars 2005)) use this role to better
understand its adoption by individuals. It is crucial to
include influences related to users as network members
because the usage nature of many m-commerce services
(e.g. mobile chat services) requires interaction with
others. Therefore, researchers in the area have
accounted for factors such as subjective norms and

Therefore, there are three roles that have to be

considered when investigating individuals adoption of
m-commerce services as explained below (figure 1):
2.1. M-commerce Adopters as Technology Users
This perspective, in its bases, conforms to
traditional technology adoption research concepts. Here,

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It is important to note that we do not claim that the

consumer role is unique to m-commerce users only.
What we are trying to spotlight in this paper is the
importance of integrating the consumer role factors
given the existing level of interaction between mcommerce consumers and service providers. As this
study shows, the consumer role of m-commerce
adopters seems to have received less attention in the
existing literature compared to the other two roles.

recommendations from others who are important to the

adopter.
2.3 M-commerce Adopters as Consumers
This role or perspective makes a key difference
between m-commerce adoption research and adoption
research on most traditional technologies such as PCs,
fax machines, TVs and so on. The majority of adoption
determinants that influence individual acceptance of
such traditional technologies lie in the interaction of the
user with the technology and/or with people around
him/her. However, the case with mobile services is
different. Mobile service users are normally customers
of a business and pay fees in order to receive services
for as long as they remain customers of the business.
There is therefore a continuous interaction between the
mobile customer and his/her service provider(s). Such
interaction opens the door to a wide rage of adoption
determinants that might not be as crucial for traditional
technologies adoption.

As a result of all the above, focusing on mcommerce adopters as technology users results in
omitting a great deal of factors related to the other two
roles. Unless consideration is given by researchers to all
three roles, the recommendations, advice and practical
implications provided by research to mobile
stakeholders will be incomplete and inadequate.
3. Research Boundaries and Approach of the MetaAnalysis
During the past few years, mobile commerce
adoption research has grown dramatically. A large
number of studies have covered the topic from different
angles and tens more studies are added to the literature
every year. The following review is by no means
exhaustive, it aims to highlight to researchers and
practitioners how the research has been progressing and
build a ground on which future research can be directed.
The review is guided by relevance to the three roles
explained in section 2.

Not integrating the factors that stand behind the fact

that m-commerce adopters are also consumers or
customers of a business with other factors related to mcommerce adopters as technology users and network
members will result in a deficient view on the issue. As
argued above, prior to adopting any m-commerce
service, a person normally decides on becoming a
customer of a certain service provider to get his/her
mobile telephony service. From that point on, an
association is built between the customer and the
business in which he/she is affected by everyday
experiences with the company. Therefore, there are
many factors (for example, level of service quality, and
customer relationships) that accumulate to form and
influence intentions of individuals to adopt or reject mcommerce services provided by a company, although
the individuals are using other services. Failing to
integrate such factors would result in only a partial
explanation of the topic.

Webster and Watson (Webster and Watson 2002)

recommend precision about the boundaries and scope of
literature reviews in Information Systems in order to
make them more informative and insightful to fellow
researchers and practitioners. Following this guideline,
some decisions had to be made in order to establish the
specific focus and boundaries for this review.
First, mobile technologies and services can be used
in many different contexts such as Business to Business
(B2B), Business to Consumer (B2C) and social contexts.
Since each of these contexts has distinct implications
for the kind of theories and concepts used by relevant
studies, a decision had to be made on which context this
review concentrates on. Second, because research on
mobile commerce is very wide and dramatically
expanding, it was important to decide on which branch
of m-commerce research this study focuses. Third, the
nature of mobile services (such as mobile internet) has
many implications on adoption research that might not
be of the same significance when studying the adoption
of mobile technologies (such as cell phones).
Therefore, it had to be decided if this review
investigates the adoption of mobile services or mobile
technologies. Fourth, some mobile services are tailored
for individuals use while others are targeted towards

Consequently, this perspective gives importance to

the impact of marketing and business related factors
such as cost/price, value perceptions, promotions, offers
and people exposure to the m-commerce services
through different marketing efforts. Unlike the other
two roles, the consumer perspective is new to the
technology adoption research particularly within the
mobile technology adoption context.. Therefore, to
understand what factors influence individuals based on
this perspective, researchers may need to investigate
and integrate theories from areas other than Information
Systems. Unless such integration is made, there will
always be a lack of a complete understanding of
consumers adoption of m-commerce services.

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Studies examined in this review came from journals

such as Journal of Electronic Commerce Research,
Information and Management, Journal of American
Academy of Business, Decision Support Systems,
Electronic Commerce Research and Applications,
Communication of the ACM, Journal of consumer
marketing and Journal of Interactive Marketing. Other
studies were published in conferences such as Hawaii
International Conference on System Sciences (HICSS),
International Conference on Mobile Business (ICMB),
and Bled eConferences. Since research in the area is
relatively recent, studies reviewed covered the period
2000 to 2006. Because of the large number of studies on
the topic, the authors had to make a judgment of how
each study conceptually differentiates itself from other
studies based on the three roles emphasized (section 2).

businesses and organizations needs and use. Studying

individual adoption of m-commerce is different from
investigating its adoption by businesses in terms of the
theories, concepts, and perspectives that have to be
considered. Hundreds of studies exist on each of these
two lines and, therefore, a choice had to be made about
which one this review focuses on. Finally, past adoption
research made a clear distinction between voluntary
adoption and compulsory adoption. Each of these kinds
of adoption significantly differs in terms of its
underlying determinants and decision processes. As a
result, it had to be decided which kind of adoption to
concentrate on.
Based on the above, the following identifies the
precise boundaries of this review and the scope it covers:
1- Focus on Individuals and social contexts (as
compared to business, organizational and work
environments)
2- Focus on the mobile commerce adoption
literature (as compared to other branches of the
literature such m-commerce applications, mcommerce
infrastructure,
m-commerce
business models, etc)
3- Focus on adoption of mobile services (as
compared to adoption of mobile technologies
such as cell phones, walkie-talkies, etc)
4- Focus on adoption by individual users as the
level of analysis (as compared to adoption of
m-commerce technologies and services by
organizations and businesses)
5- Focus on voluntary adoption and use (as
compared to compulsory or forced adoption by
management, for example)

4. Findings and Discussion

Following the basics of traditional adoption and
diffusion research, m-commerce adoption researchers
built on these basics to develop models that include
various variables and concepts drawn from Information
Systems,
Psychology,
Sociology,
Marketing,
Economics and other fields. One of the main baselines
of all adoption and diffusion research is the concept that
humans tend to act or behave according to their
predetermined intentions. Intentions are formed by the
accumulation of positive and/or negative attitudes
towards an object (a service, a product, a person, an
organization, an idea, etc). These attitudes are a result of
various perceptions stemming from past experiences
and interactions that people encounter in their daily
lives.
Building on this line of logic, researchers have
therefore focused on users perceptions in regard to a
wide range of factors. Table 1 on the next page presents
a summary of the most frequently studied adoption
factors and how they relate to each of the three roles or
perspectives played by m-commerce adopters. The table
also shows if there is a consistency/inconsistency in the
results found on each group of factors.

Consequently, this review concentrates on

reviewing studies that investigated: Voluntary Adoption
of Mobile Commerce Services by Individuals.
The above defines an appropriate set of boundaries
for this review because it seeks a focused view on the
topic. Mixing each point in the list above with its
alternatives would mean mixing different concepts on
somewhat uncommon grounds. For example, factors
affecting individuals voluntary adoption differ from
those influencing compulsory adoption. One point of
difference is the fact that when voluntarily adopting a
mobile service, individuals usually personally bear all
risks and costs associated with their adoption actions
(albeit monetary, emotional, etc). Such a small
difference effects the kind of factors, concepts and
theories that have to be considered. Similarly,
discussing issues relating to individuals adoption of
services in social contexts involves a different set of
perspectives and considerations compared to studying
businesses adoption of mobile technologies in
organizational and work contexts.

From the table, many observations can be made.

First, the vast majority of studies have investigated mcommerce adopters as technology users. This is not
surprising since most m-commerce research used
traditional technology adoption theories and concepts
that have mostly focused on technology aspects.
However, it can also be noted that not all technologyrelated factors came from traditional theories. The
unique context and characteristics of mobile commerce
services required the addition of many new technology
related determinants such as content availability and
quality, connection speed, service speed, bandwidth,
and other technical issues. The technology user
perspective has been investigated heavily in the current
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literature. By far, the Technology Acceptance Model

(TAM) (Davis 1989; Davis, Bagozzi et al. 1989) and its
usefulness and ease of use constructs are the most
frequently used in such studies.

variety of services under the umbrella of mobile

commerce and their unlimited use contexts, the scope of
combining existing factors and adding new ones by
each study is, therefore, broad.

Second, a number of studies have examined factors

based on the role of m-commerce adopters as network
members. Most of these studies combined such factors
with others related to adopters as technology users. This
combination allows researchers to get a better
understanding of how intentions and adoption
behaviours of individuals are established. This approach
is not new since network and people effects on
individuals perceptions have been investigated in past
studies using traditional theories such as TRA, TPB and
DOI. The inclusion of determinants that relate to
individuals as network members is very crucial because
the use of many m-commerce services depend on the
interaction between the user and other people (mobile
chatting and friend finding, for example).

Fifth, while the table shows some factors where a

common sense of significance has been reached, it is
important to note that empirical research in mcommerce tends to be country, sample, context, and
service dependent. Each of these factors produces
different set of results. For example, investigating the
adoption of mobile Internet among professionals might
yield a different set of conclusions compared to a group
of teenagers. On the other hand, studying the adoption
determinants of an application in a mature market like
Japan could also give different outcomes than if the
same study was carried out in another market or culture.
However, such unanimous conclusions, despite
underlying differences in the empirical investigation,
give valuable and very critical insights to relevant
organizations operating in more than one market.

Third, as table (1) shows, very few studies have

investigated the adoption factors related to the role of
m-commerce users as consumers. There seems to be a
lack of awareness among researchers of the importance
of including this perspective alongside the other two.
Only a few attempts have been made. Pedersen and his
colleagues (Pedersen, Methlie et al. 2002) were among
the first to note the need for a triangulation of the three
roles highlighted in this study when examining the
adoption of m-commerce services. They integrated
concepts from diffusion, adoption, uses and gratification
and domestication research in order to come up with a
better view and understanding of the issue. On the other
hand, Kim et al. (Kim, Chan et al. 2005) integrated and
extended the concepts of TAM using concepts from the
theory of consumer choice and decision making from
economics and marketing research to come up with a
value-based understanding of the issue. To contribute to
the understanding of m-commerce adoption by
individuals based on their role as consumers, the authors
are currently examining the impact of the perceptions of
m-commerce customers about their relationship quality
with their mobile service providers on their adoption
intentions and decisions.

5. Conclusions and Recommendations for Future

Research
Based on the preceding discussion, it can be seen
that there is a lack of a complete understanding of the
three roles that mobile commerce adopters play. Such
understanding will allow researchers and practitioners
to gain better insights on the factors that influence mcommerce adopters intentions. While the current
literature has given a lot of attention to factors affecting
adopters given their role as technology users, less
research has considered the network member role.
Furthermore, adopters role as consumers or customers
has been left with insufficient exploration (Table 2).

Table 1. Level of Exploration of Adopter Roles in the

Current Literature
Adopter Role
Technology user
Network member
Consumer/Customer

Status
Widely explored
Rarely explored
Unexplored

Based on the current state of the existing literature

on mobile commerce adoption by individuals as
revealed in this study, some recommendations for
further research are outlined below. First and most
importantly, more studies integrating the three
perspectives presented in this study are needed in order
to gain a comprehensive view on the adoption
determinants that influence individuals intentions and
decisions. A complete understanding of the issue
requires more effort from researchers to integrate
consumer, marketing, and business influences in their
studies. This would mean going beyond the theoretical

Fourth, the long list and the variety of factors that

have been investigated in the current literature can be
understood by the kind of mobile services and the
contexts investigated in each study. The nature of
different services produces a different set of important
factors. For example, investigating individuals
adoption of mobile Internet services -where WWW
content can be accessed through a mobile screen- may
involve a different set of influences compared to mobile
parking services where simple SMS is the way to
exchange needed information. Because of the wide
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attention to such changes will have a great impact on

theory as well as practice. Consequently, relevant
marketing and management polices, strategies, and
efforts can be more effectively carried out and
distributed over time to cope to the changes consumers
go through.

and conceptual bases of Information Systems. The

Information Systems field by its definition is interdisciplinary. Therefore, for any IS issues to be fully
comprehended, investigation must span over other
related areas. For this to be achieved, one suggestion
would be joining forces with other experts and
researchers from related areas such as Marketing,
Economics, Human Behaviour, Consumer Behaviours
and Management. Such extensions would allow
practitioners to gain greater benefits from studies
conducted.

Finally,
while
conceptual
studies
add
acknowledgeable contributions to the current literature,
more empirical studies are needed. This review joins
previous calls for more empirical tests in the mcommerce area in order to come up with more reliable
and practical recommendations for relevant stakeholders
(Okazaki 2005; Scornavacca, Barnes et al. 2006). On
another side, there is also a need to extend such efforts
to cross-national and cross-cultural scales (Harris, Rettie
et al. 2005). There have been some attempts on this path
(see for example, (Frank 2001), (Fife and Pereira 2005))
but these are still scarce. The need for such studies
arises given the fact that existing one-culture onesample empirical studies are context and sample
dependent which makes them hard to generalize. For
greater insights, interested researchers from various
countries should work together on validating and testing
existing and new models in their respective cultures.
Such comparative studies would highly help and
develop the research area as well as assist national and
multinational corporations in the market to better
customize their efforts and strategies.

Second, it has been highlighted that the beginning

of any new technology passes through three stages:
substitution (people use it only as a substitute of similar
innovations), adaptation (people discover new ways of
using the innovation), and revolution (people actually
start to use the innovation in new ways) (Scarborough
c2000). This concept applies to m-commerce services
because most mobile services either substitute another
innovation or replace a manual way of performing a
task. For example, mobile Internet could substitute
many aspects of traditional wired internet, mobile
banking could substitute physical and wired internet
banking, and mobile chat could also substitute its PCbased counterparts. Given this, researchers of mcommerce adoption have to understand the
requirements of each applicable stage and how these
requirements impact the attitudes, intentions and
decisions of potential adopters. For example, a focus on
the substitution stage shows the importance of
comparative studies with similar or related technologies
such as electronic commerce. According to (Okazaki
2005) this area of research is still highly unexplored.

While this review is in no way exhaustive, it adds

theoretically to the growing body of IS literature in
general and to the mobile commerce adoption research
in specific. This conceptual examination of various mcommerce adoption studies will help future researchers
to observe the trends and design studies on mobile
commerce adoption appropriately and therefore
significant contributions can be made to both theory and
practice. Along with other literature reviews in the area,
this review will help make obtaining useful insights
from existing literature an easier task for marketers,
managers, and other practitioners. As this study have
highlighted, there is still a limitation and inadequacy in
the way the current literature on m-commerce adoption
has investigated the issue. Therefore, this study guides
practitioners in the way they should interpret the
findings of existing studies.
Mobile commerce
stakeholders can, therefore, make improved, insightful
and better directed decisions and policies.

Third, the majority of studies on adoption of mcommerce services by individuals investigated adoption
decisions are cross-sectional and therefore are limited to
a certain point of time. However, very few, if any,
studies have investigated how reactions of individuals
change over time (Wang, Lin et al. 2006), (Knutsen,
Constantiou et al. 2005). Such longitudinal research in
m-commerce will help determine which factors of
adoption are more salient than others. For example, (Wu
and Wang 2005) found that ease of use does not have a
significant effect on intentions to use m-commerce.
They explained this finding postulating that consumers
change their ease of use perceptions about a specific
system over time as they become more familiar with the
system. This indicates that time has an effect on the
significance people give to each adoption factor or
determinant. Longitudinal adoption studies that pay

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Table 2. M-commerce Adoption Factors in the Existing Literature

Factor(s)

Usefulness, performance expectancies

Enjoyment, playfulness

Expressiveness, image, lifestyle enhancement

Example studies
(Pedersen and Nysveen 2002; Yu, Liu
et al. 2003; Yang, Chatterjee et al.
2004; Cheong and Park 2005; Knutsen,
Constantiou et al. 2005; Dickinger,
Arami et al. 2006)
(Pedersen and Nysveen 2002; Kim,
Chan et al. 2005; Nysveen, Pedersen et
al. 2005; Nysveen, Pedersen et al.
2005; Dickinger, Arami et al. 2006)
(Pedersen and Nysveen 2002; Harris,
Rettie et al. 2005; Nysveen, Pedersen et
al. 2005)

Tech

Direct/indirect effect
on Intentions was
found

Direct/indirect effect
on Intentions was
found

(Julius and Khasawneh 2002; Haque

2004; Harris, Rettie et al. 2005)

Relative advantage and perceived value

(Barnes and Huff 2003; Kim, Chan et

al. 2005)

Technical Issues such as connection speed,

service speed, bandwidth, device limitations, etc

(Hung, Ku et al. 2003; Haque 2004;

Pagani 2004; Kim, Chan et al. 2005)

Contents and functions availability and quality

(Julius and Khasawneh 2002; Haque

2004; Pagani 2004; Cheong and Park
2005; Dickinger, Arami et al. 2006)

Personal innovativeness

(Frank 2001; Hung, Ku et al. 2003; Yu,

Liu et al. 2003; Yang 2005)

Compatibility, prior experience, relevant past

knowledge

Ease of use, complexity, effort expectancies

Service cost, price, fee, perceived financial cost,

perceived financial resources

Trust, Risk, Security, perceived credibility,

privacy issues associated with using a service

Subjective norm (peer influence, external

influences, normative beliefs, others
recommendations)

Triability, exposure to service through

marketing

(Khalifa and Sammi 2002; Pedersen

and Nysveen 2002; Hung, Ku et al.
2003; Yu, Liu et al. 2003; Nysveen,
Pedersen et al. 2005; Wang, Lin et al.
2006)
(Barnes and Huff 2003; Cheong and
Park 2005; Knutsen, Constantiou et al.
2005; Wu and Wang 2005; Yang 2005)
(Pedersen and Nysveen 2002; Barnes
and Huff 2003; Hung, Ku et al. 2003;
Pagani 2004; Cheong and Park 2005;
Knutsen, Constantiou et al. 2005;
Luarn and Lin 2005; Wu and Wang
2005; Yang 2005; Dickinger, Arami et
al. 2006)
(Aarnio, Enkenberg et al. 2002; Julius
and Khasawneh 2002; Hung, Ku et al.
2003; Haque 2004; Harris, Rettie et al.
2005; Kim, Chan et al. 2005; Luarn and
Lin 2005; Wu and Wang 2005; Wang,
Lin et al. 2006)
(Julius and Khasawneh 2002; Barnes
and Huff 2003; Yu, Liu et al. 2003;
Luarn and Lin 2005; Wu and Wang
2005; Wang, Lin et al. 2006)
(Julius and Khasawneh 2002; Khalifa
and Sammi 2002; Pedersen and
Nysveen 2002; Barnes and Huff 2003;
Hung, Ku et al. 2003; Yu, Liu et al.
2003; Harris, Rettie et al. 2005; Luarn
and Lin 2005; Nysveen, Pedersen et al.
2005; Pedersen 2005)
(Khalifa and Sammi 2002; Barnes and
Huff 2003; Pagani 2004; Harris, Rettie
et al. 2005; Knutsen, Constantiou et al.
2005)

Comments

User satisfaction (with using the service itself)

Behavioural Control (self-efficacy, facilitating

conditions, etc)

Perspectives/roles
Net
Cons

Mixed results were

found

Direct/indirect effect
on Intentions was
found
Direct/indirect effect
on Intentions was
found
Direct/indirect effect
on Intentions was
found
Direct/indirect effect
on Intentions was
found
Direct/indirect effect
on Intentions was
found
Direct/indirect effect
on Intentions was
found

Mixed results were

found

Mixed results were

found

Mixed results were

found

Mixed results were

found

Mixed results were

found

Mixed results were

found

228

Proceedings of the 13th Asia Pacific Management Conference, Melbourne, Australia, 2007, 222-230

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