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|Title:||Adoption of Personalisation Mobile Services: Evidence from Young Australians|
|Author:||Rao Hill, S.|
|Citation:||Proceedings of the 22nd Bled eConference, 2009; pp.117-132|
|Publisher:||University of Maribor|
|Conference Name:||Bled eConference (22nd : 2009 : Bled, Slovenia)|
|Sally Rao Hill, Indrit Troshani|
|Abstract:||The adoption of mobile services is often studied at a generic level and limited research has addressed personalisation service adoption. This paper proposes a framework for assessing the likely success or failure of personalisation mobile services. It was found that enjoyment and usefulness are the most important factors in attracting users to adopt personalisation services. Comparing these findings with those of similar studies in the literature we suggest that predictors of mobile service adoption may vary depending on the type of services. Furthermore, explanations and predictions based on rational and intuitive models of consumer behaviour in the mobile space may be insufficient and inadequate for determining investments in novel mobile services.|
|Keywords:||Mobile services; personalisation; consumer; adoption; Australia|
|Rights:||Copyright status unknown|
|Appears in Collections:||Business School publications|
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