Social and Behavioral Sciences Commons^™

What Do Users Need? Exploring Influences On The Adoption Of Mobile Content And The Differences Among Categories Of Adopters, Janaina Maia Gonzaga De Oliveira

Doctoral

Businesses develop products and services with the goal of earning a satisfactory return on their original investment of time and capital. For their part, consumers seek out products and services that meet a recognized need. However, predicting the adoption rate of any new technology is an inexact science, and some businesses find themselves on the wrong side of the curve. The variables factoring into consumers’ purchasing decisions are manifold and contingent on a wider network of influences. This research suggests that a primary variable that influences consumers’ adoption of a technological innovation (in this case, mobile content) is the perception …