Understanding consumers' decisions to adopt technology-enabled transformative services

Schuster, Lisa, Drennan, Judy, & Lings, Ian (2015) Understanding consumers' decisions to adopt technology-enabled transformative services. The Service Industries Journal, 35(15/16), pp. 846-864.

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This study extends understanding of consumers' decisions to adopt transformative services delivered via technology. It incorporates competitive effects into the model of goal-directed behavior which, in keeping with the majority of consumer decision making models, neglects to explicitly account for competition. A goal-level operationalization of competition, incorporating both direct and indirect competition, is proposed. A national web-based survey collected data from 431 respondents about their decisions to adopt mental health services delivered via mobile phone. The findings show that the extent to which consumers perceived using these transformative services to be more instrumental to achieving their goals than competition had the greatest impact on their adoption decisions. This finding builds on the limited empirical evidence for the inclusion of competitive effects to more fully explain consumers' decisions to adopt technology-based and other services. It also provides support for a broader operationalization of competition with respect to consumers' personal goals.

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ID Code: 90583
Item Type: Journal Article
Refereed: Yes
Keywords: transformative services research, competition, goals, consumer acceptance, mobile health
DOI: 10.1080/02642069.2015.1090979
ISSN: 1743-9507
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2015 Taylor & Francis Group
Deposited On: 23 Nov 2015 03:53
Last Modified: 05 Feb 2016 07:25

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