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Journal Article
Characteristics of Individuals Influencing Adoption Intentions for Portable Internet Service
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- Authors
- Moon Koo Kim, Kyoung Yong Jee
- Issue Date
- 2006-02
- Citation
- ETRI Journal, v.28, no.1, pp.67-76
- ISSN
- 1225-6463
- Publisher
- 한국전자통신연구원 (ETRI)
- Language
- English
- Type
- Journal Article
- Project Code
- 06KE2300, Research on Business Strategy and Policy for WiBro Services Competitive Advantage, Kim Moon-Koo
- Abstract
- This study aims to identify the factors that influence adoption intentions towards portable Internet service, based on the individual characteristics that assist in creating markets and developing strategies. Two types of factors are defined: individual characteristics including demographics, existing services usages, prior knowledge, adoption attitudes, and service evaluations; and adoption intentions including the willingness to subscribe, subscription term, willingness to pay, usage type, and preferred terminal. The results indicate that the importance of demographic variables depends on adoption intentions, and that users of mobile Internet service and wireless LAN are probably targets for portable Internet service. Furthermore, the results demonstrate the need for an enhanced perception of the usefulness and ease of use of service, as well as an intensive marketing activity for potential users and a bearable innovation to stimulate the market for portable Internet service.
- KSP Keywords
- Internet service, Potential Users, Willingness to pay, Wireless Local Area Networks(WLANs), demographic variables, individual characteristics, mobile internet, need for, prior knowledge, usefulness and ease of use