Understanding the role of demographic, perceptual and personality factors in the use of mobile data services

Abstract

Conventional telecommunication technologies, characterised by wires and fixed locations, are rapidly giving way to mobile data services (MDSs). Recent technological developments have opened up possibilities for various applications of MDSs. This thesis specifically focuses on two promising MDS applications: mobile banking (m-banking) and mobile learning (m-learning). It signifies an important step in the testing of theories related to demographics, perceptions and personality traits in the use of MDSs, through three studies. In Study 1, which examines the digital divide in the use of MDSs, I analyse the effects of gender and age differences on the usage of MDSs. An online survey was disseminated in the United Kingdom (UK), and completed responses were received from 2,000 mobile phone users and non-users on both sides of the divide (i.e., with or without access to mobile information and communication technologies (IeTs)). I developed eight hypotheses and used logistic regression and chi-square tests to test them. My findings demonstrate that men are more likely than women to use MDSs, and that young people are more likely than their older counterparts to use MDSs. The study contributes to the literature on MDSs by highlighting the issue of the digital divide. The study also provides insights to MDS providers and policymakers on how to develop and promote MDSs for different socio-demographic groups. In Study 2, I examine m-banking which is regarded as a killer application amongst all MDSs. This study has two parts. In Study 2 (Part I), I present a literature review of, and a classification framework for, the existing m-banking literature. Sixty-five articles related to m-banking were published in major journals and presented at conferences between January 2000 and June 2010. They belong to various disciplines, including information systems (IS), technology innovation, management and marketing. Study 2 (Part I) classifies these articles into five main categories: (1) m-banking overview and conceptualisation; (2):) m-banking applications and cases; (3) m-banking behaviour; (4) m-banking infrastructures; and (5) m-banking strategic, legal and ethical issues. Several new research questions that could yield valuable results in the m-banking field are given, including a fundamental question on users' switching behaviour from other banking channels to m-banking which is examined in further detail in Study 2 (Part II). In Study 2 (Part II), I develop a model that is anchored by expectancy theory and validate it using data collected from 493 mobile phone users in order to predict intentions to switch to m-banking. I chose the m-banking context because recent advances in mobile devices have made m-banking an attractive option for banks and mobile service providers; however, consumer demand for m-banking is low. The findings suggest that perceived mobility, relative advantage and self-efficacy are positively related to user intentions to switch banking channels. Perceived complexity is negatively related, whereas perceived financial resources and risk are not related to intentions to switch. Study 3 examines another key MDS, m-leaming which proposes to use a text messaging service as a tool to stimulate learners' activities. It examines whether learners' personalities influence their reactions to accessing course materials through m-learning messages. The Myers-Briggs Type Indicator (MBTI) was used to categorise learners into different personality groups. After conducting a field study with 217 students, it was found that learners of different personalities showed different levels of activities when receiving m-learning messages. Show more