CONSUMERS’ PREFERENCES, ATTITUDES, AND TRADE-OFFS TOWARDSMOBILE OFFICE USE: A CONJOINT ANALYSIS

摘要

Mobile Office (MO) is becoming seemingly achievable in the Business-to-Employee (B2E)arena. Potential providers of MO will encounter high uncertainty about consumers’ acceptanceand intention to use. This paper utilizes conjoint analysis (CA) to investigate the relative valuesand importance of the critical factors in the decision models of consumers when evaluating theacceptance and intention to use MO. It will analyze the applicability of CA and provideguidelines and implications for MO developers, IT/IS managers, and IS researchers.