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Value-based adoption of mobile internet in Iran
2010 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Regarding the ever-increasing number of cell phone subscribers, the situations of businesses are changing to mobile form. The trend of switching fashion of business is from traditional to electronic commerce and from that to mobile commerce. Mobile Internet adoption is one of the fundamental steps to mobile commerce implementation. This research studies the adoption of Mobile Internet as a one of new Information and Communication Technology (ICT) from the value point of view. While M-Internet principally provides the same services as stationary Internet, its acceptance rate is lower than stationary Internet. The reason probably is the cost of its usage. The adopters of M-Internet are individuals and the majority of them use it for personal purpose and the cost of voluntary usage is tolerated by individuals. Thus, for studying the adoption of M-Internet the famous Technology Acceptance Model (TAM) which has been used for explaining traditional technologies is not appropriate for the reason that most of those users and adopters are employees who use it for their work and the cost of requisite adoption is suffered and supported by the organization. To overcome this distinguishes among traditional technology and fresh one, we should consider the perceived value from the customer's point of view and this is possible via the Value-based model (VAM).This study applies the Value-based Adoption Model in M-Internet. For doing so, a survey has been presented on M-Internet users, questionnaires were distributed among them and the results analyzed based research questions. Finally, the conclusions and implications were prepared.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Value, Adoption, Mobile Internet, Value-based adoption Model
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-51107ISRN: LTU-PB-EX--10/025--SELocal ID: 850f597b-c315-42df-9b6f-1eaef8168364OAI: diva2:1024470
Subject / course
Student thesis, at least 30 credits
Educational program
Electronic Commerce, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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