6533b7d5fe1ef96bd1263bba

RESEARCH PRODUCT

Mobile Internet Adoption by Spanish Consumers

Silvia Sanz-blasAdrian Broz-lofiegoCarla Ruiz-mafeDaniel Marchuet

subject

Mobile internetFinancial riskCompatibility (mechanics)CredibilityAdvertisingBusinessMarketing

description

The chapter aims to present an in-depth study of the factors influencing Mobile Internet adoption. The authors analyse the influence of Internet use experience, compatibility, perceived financial risk, credibility and attitude towards Mobile Internet in the M-Internet adoption decision. After identifying the key drivers of M-Internet adoption, the second part of the chapter presents an empirical study of the Spanish market. Results based on a sample of 213 Internet users show that Internet use experience, MInternet compatibility, credibility and attitude are positive key drivers of M-Internet adoption. Perceived financial risk influences negatively on M-Internet usage intention. This chapter will give managers and students insight into the M-Internet industry and the different factors that influence M-Internet adoption. In addition, these factors can be applied to the specific context of the Spanish market.

yearjournalcountryeditionlanguage
2009-01-01
https://doi.org/10.4018/978-1-60566-366-1.ch012