Factors affecting entertainment mobile application adoption

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dc.contributor Aalto-yliopisto fi
dc.contributor Aalto University en
dc.contributor.author Nevasalo, Eeva
dc.date.accessioned 2016-08-16T11:35:44Z
dc.date.available 2016-08-16T11:35:44Z
dc.date.issued 2013
dc.identifier.uri https://aaltodoc.aalto.fi/handle/123456789/21299
dc.description.abstract Today consumers are requiring more and more services that can be used regardless of time and location; the high adoption of next-generation mobile handsets is creating huge opportunities for new and innovative mobile services. However, research of mobile communications has not been able to keep up with this development. The purpose of this thesis is to answer the need to understand the factors that drive entertainment mobile services´ acceptance and adoption. Simultaneously the thesis further strengthens the Unified Theory of Acceptance and Use 2 (UTAUT2) by expanding it to cover the context of entertainment mobile applications. Overview of the past research is provided and UTAUT2 is chosen as a framework for this thesis and is tested with survey data of 150 respondents. Factor analyses is used to test the 7 factors that influence consumer adoption of entertainment mobile applications: (1)performance expectancy, (2) effort expectancy, (3) social influence, (4) facilitating conditions, (5) hedonic motivation, (6) price value, and (7) habit. Also cluster analysis and cross-tabulation are provided. The results indicate that altogether six factors (performance expectancy, effort expectancy, social influence, hedonic motivation, price value, and habit) affect adoption of an entertainment mobile application. Cluster analysis and cross-tabulation found five different user segments that are (1) average app users seeking enjoyment and usefulness, (2) unlikely users, (3) super users, (4) users under social pressure, and (5) paying users seeking usefulness. en
dc.format.extent 59
dc.format.mimetype application/pdf en
dc.language.iso en en
dc.title Factors affecting entertainment mobile application adoption en
dc.type G2 Pro gradu, diplomityö fi
dc.contributor.school Kauppakorkeakoulu fi
dc.contributor.school School of Business en
dc.contributor.department Markkinoinnin laitos fi
dc.contributor.department Department of Marketing en
dc.subject.keyword Mobile services
dc.subject.keyword mobile internet
dc.subject.keyword TAM
dc.subject.keyword technology acceptance model
dc.subject.keyword UTAUT
dc.subject.keyword UTAUT2
dc.subject.keyword technology adoption
dc.subject.keyword mobile application
dc.subject.keyword entertainment
dc.identifier.urn URN:NBN:fi:aalto-201609083513
dc.type.dcmitype text en
dc.programme.major Markkinointi fi
dc.programme.major Marketing en
dc.type.ontasot Pro gradu tutkielma fi
dc.type.ontasot Master's thesis en
dc.subject.helecon markkinointi
dc.subject.helecon marketing
dc.subject.helecon palvelut
dc.subject.helecon service
dc.subject.helecon mobiilitekniikka
dc.subject.helecon mobile technology
dc.subject.helecon internet
dc.subject.helecon internet
dc.subject.helecon viihde
dc.subject.helecon entertainment
dc.subject.helecon kuluttajakäyttäytyminen
dc.subject.helecon consumer behaviour
dc.ethesisid 14477
dc.date.dateaccepted 2013-09-12
dc.location P1 I


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