Technology Sub-diffusions:Consumptive Motivations for Mobile Phone Calls and Digital Services

摘要

Digital services interfaced with mobile phone lines are gradually being regarded as a core product in this modern age due to the high transmission speed of mobile technology.The research in this paper is based on the concept of product inter-dependence and actively explores the different consumptive motivations between the consumers' behavior of phone-call users and those who use digital services.This study also attempts to use a modifi ed diffusion model to estimate the consumers' collective behavior with a longitudinal approach.In this study,it can be inferred that psychological consumer motivations should dominate marketing policies.Thus,it was found that digital service users have more self-motivation and autonomy when adopting a new product because they have significantly higher innovative at-tributes than the segment of phone-call users.With these findings,we claim that we have discovered an unprec-edented concept for marketing managers who welcome the challenges of mobile digital services in the future.