Mobile travel services: A three-country study into the impact of local circumstances

H. Bouwman, C. Carlsson, C. Lopez-Nicolas, Brad Mckenna, F. Molina-Castillo, T. Tuunanen, P. Walden

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    In this paper we explore the difference in acceptance patterns of mobile services that are related to travelling in three countries: Finland, The Netherlands and New Zealand. The objective of this paper is to understand differences in the use of Mobile Travel Services in three countries that differ with regard to national travel patterns. This paper also contributes to the discussion of the relevance of the Technology Acceptance Model for mobile applications by focusing on the importance of context characteristics, such as the degree of mobility of the user, the social situation people are in, and their need for social interaction. Based on surveys in the three countries as executed in 2009, we use structural equation modelling to find differences in patterns. The paper concludes that context factors have an impact on the relation between the core concepts as used in TAM and DOI approach, and that t here is a clear need for closer research in the moderating effect of physical (e.g. mobile and fixed context) and social context, as well as the need for social interaction. Moreover it is clear that country specific characteristics play a role in the acceptance of mobile travel services. As we pointed out in many of our research projects before the acceptance and use of mobile services requires deep understanding from individual, context and technology related characteristics and their mutual interactions.
    Original languageEnglish
    Publication statusPublished - 2010
    Event9th International Conference on Research in Advertising (ICORIA) - Madrid, Spain
    Duration: 25 Jun 201026 Jun 2010


    Conference9th International Conference on Research in Advertising (ICORIA)


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