This study investigates the antecedents of intentions to use mobile music services among Swedish consumers. Relying on the theory of planned behavior, image congruence theory, and the technology readiness index, the study proposes an integrated research model that explains consumer intentions to use mobile music services. In the model, attitude, subjective norm, perceived behavioral control, image congruence and technology readiness index are independent variables and behavioral intention is the dependent variable. Seven hypotheses are suggested. Hypotheses 1 to 4 are about the positive relationships among attitude, subjective norm, perceived behavioral control, image congruence, and behavioral intention. Hypothesis 5A postulates a positive relationship between technology readiness index and intention. Hypothesis 5B suggests a positive relationship between the technology readiness index and perceived behavioral control. Hypothesis 5C considers the possibility that the effect of the technology readiness index on intention is mediated by perceived behavioral control. A cross-sectional survey is conducted among 334 respondents from a shopping center sample. Bivariate correlations and multiple regressions were used to test the hypotheses. Attitude is found to be the strongest predictor of intention, followed by image congruence, subjective norm, and perceived behavioral control. The technology readiness index correlates with perceived behavioral control but not with intention. Thus hypotheses 1 to 4 as well as hypothesis 5B are supported, hypothesis 5A is not supported and hypothesis 5C is not found to be applicable. A second survey with a convenience sample of students at Luleå University of Technology validates the results from the first survey. Since image congruence contributes significantly and independently to the explanation of intentions to use mobile music services, the proposed research model improves the prediction of consumers' intention over the TPB. This implies that, for a service like mobile music, practitioners should consider symbolic and expressive motives in addition to utilitarian benefits.
Luleå: Luleå tekniska universitet, 2007. , 179 p.