CONSUMERS' PREFERENCES, ATTITUDES, AND TRADE-OFFS TOWARDS MOBILE 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' acceptance and intention to use. This paper utilizes conjoint analysis (CA) to investigate the relative values and importance of the critical factors in the decision models of consumers when evaluating the acceptance and intention to use MO. It will analyze the applicability of CA and provide guidelines and implications for MO developers, IT/IS managers, and IS researchers.