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Gender Differences in Advanced Mobile Services Acceptance: M-Location and M-Social Media

Author

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  • Alicia Rodriguez Guirao

    (University of Murcia, Murcia, Spain)

  • Carolina Lopez Nicolas

    (Department of Business Organization and Finance, University of Murcia, Murcia, Spain)

  • Harry Bouwman

    (Department of Technology Policy and Management, Delft University of Technology, Delft, Netherlands)

Abstract

By stating that the antecedents of customers´ intentions to use mobile services should be studied across service categories and gender differences, the purpose of this article is to investigate the validity and differential predictive power of a model that explain acceptance of several mobile services across male and female customers. This study contributes to the emerging but limited body of research on consumer adoption of advanced mobile services by addressing several critical issues. First, the present paper focuses on two mobile services, namely m-location and m-social media, as they are considered as the new age of advanced mobile services. Furthermore, we include gender as a moderator variable. A theoretical model is proposed and tested in a sample of 429 Dutch consumers. Results from structural modeling equations show that the factors explaining the acceptance of m-location and m-social media services differ. Second, gender moderating effect has been found significant as gender differences exist in the strength of various paths. In addition to its theoretical contributions, this research presents important practical contributions. In particular, practitioners can gain valuable insights into the driving forces of mobile services.

Suggested Citation

  • Alicia Rodriguez Guirao & Carolina Lopez Nicolas & Harry Bouwman, 2014. "Gender Differences in Advanced Mobile Services Acceptance: M-Location and M-Social Media," International Journal of E-Services and Mobile Applications (IJESMA), IGI Global, vol. 6(3), pages 1-17, July.
    • Handle: RePEc:igg:jesma0:v:6:y:2014:i:3:p:1-17
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    Cited by:

    1. O. Oyediran & A. Omoshule & Sanjay Misra & Rytis Maskeliūnas & Robertas Damaševičius, 2019. "Attitude of mobile telecommunication subscribers towards sim card registration in Lagos State, Southwestern Nigeria," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 10(4), pages 783-791, August.

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