Searching for Value in Researching the Adoption and Use of M-Services: Pilot Research Findings

摘要

Mobile services have become an important part of the e-commerce landscape. Although research has been conducted on what services people use and what value they attach to those services, we know little about the underlying reasons at the individual level for the adoption and use of m-services. A contingency approach that draws upon the theory of consumption value and the theory of planned behaviour within a life history methodology provides a framework to examine the adoption and use of mobile services. We explain how a life history research methodology can help in uncovering the "why" of perceived value.