A preliminary laddering analysis on mobile services usage
Document Type
Conference Proceeding
Faculty
Faculty of Business and Law
School
School of Management
RAS ID
9757
Abstract
This paper proposes the use of laddering technique to determine the decision making process to adoption. Means end theory reveals the human values that are fulfilled for the individual by using various mtechnology and services. Preliminary findings of a bigger study are presented. IT shows that mobile technology and services often fulfil such basic needs as self-esteem, achievement, individuality, belonging and well-being. Exploring the realization of values as a theoretical framework offers researchers a way forward in environments characterised by individual technology decisions.
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Comments
McManus, P., Standing, C., Zanoli, R. (2009) A preliminary laddering analysis on mobile services usage. Proceedings of the 17th European Conference on Information Systems, Verona, Italy: Association for Information Systems. Available here