` Examining the Adoption and Use of Mobile Data Services: A Consumer Behavior Analysis A thesis submitted in partial fulfillment of the reuirement for the degree!f Doctor of "hilosophy "eter Ebo #obbin Center for Communication$ Media and %nformation #echnologies Aalborg University Denmar& Page | iiMandatory "age #hesis #itle: Examining the Adoption and Use of Mobile Data Services: A Consumer Behavior AnalysisSupervisor:Anders 'enten ("rofessor$ MS!) *ist of published papers: Paper I: Tobbin, P. (2010) "Modeling Adoption of Mobile Money Tranfer: A !on"#er $e%a&iorAnalyi" Pro'eeding of t%e 2nd International 'onferen'e on M() Mobile !o##"ni'ation Te'%nology for )e&elop#ent M() 2010 at *a#pala, +ganda Paper II:Tobbin, P., , Ad-ei, .. (2012). +ndertanding t%e !%ara'teriti' of /arly and 0ateAdopter of Te'%nology: T%e !ae of Mobile Money. International .o"rnal of /1 2er&i'e and Mobile Appli'ation (I./2MA), ((2), 3415(. Paper III:Tobbin, P. (2011, ."ne). +ndertanding Mobile Money /'oyte#:6ole, 2tr"'t"re and 2trategie. In Mobile $"ine (I!M$), 2011 Tent%International !onferen'e on (pp. 175118(). I///. Paper I9:Tobbin, P. (2012). T%e Adoption of :Tranfor#ational Mobile $an;ing: by t%e+nban;ed: An /1 3.7.1.*ey A"#ption .................................................................................................................. >3 3.7.2.)i#enion of )o#eti'ation ............................................................................................... >5 3.7.3.T%e Moral /'ono#y ............................................................................................................. >8 3.8.!on"#er )e'iion Ma;ing Pro'e ............................................................................................. >8 (.6eear'% Met%odology, Approa'% and )eign ..................................................................................... 43 (.1.P%iloop%y of 2'ien'e ................................................................................................................... 43 (.1.1.6eear'% Paradig# ............................................................................................................. 43 (.1.2./pite#ology ........................................................................................................................ 4( (.1.3.Hntology .............................................................................................................................. 45 (.1.(.A (.1.5.My P%iloop%i'al Approa'% .................................................................................................. 47 (.2.T%e 6eear'% Approa'% ................................................................................................................ 71 (.3.Mi (.(.2.P%ae 2 1 =ield?or; 1 ,2 in C%ana ........................................................................................ 74 (.(.3.P%ae ( 1 Integration and T%eory )e&elop#ent .................................................................... 81 5.2"##ary and !ontrib"tion of ea'% Paper .......................................................................................... 82 5.1.Paper 1 ........................................................................................................................................ 82 5.1.1.)e'ription ........................................................................................................................... 82 5.1.2.Met%od ............................................................................................................................... 82 5.1.3.=inding ................................................................................................................................ 83 5.1.(.!ontrib"tion ....................................................................................................................... 83 5.2.Paper 2 ........................................................................................................................................ 83 5.2.1.)e'ription ........................................................................................................................... 83 5.2.2.Met%od ............................................................................................................................... 8( 5.2.3.=inding ................................................................................................................................ 8( 5.2.(.!ontrib"tion ....................................................................................................................... 8( 5.3.Paper 3 ........................................................................................................................................ 85 5.3.1.)e'ription ........................................................................................................................... 85 5.3.2.Met%od ............................................................................................................................... 85 Page | 5.3.(.!ontrib"tion ....................................................................................................................... 8> 5.(.Paper ( ........................................................................................................................................ 8> 5.(.1.)e'ription ........................................................................................................................... 8> 5.(.2.Met%od ............................................................................................................................... 84 5.(.3.=inding ................................................................................................................................ 84 5.(.(.!ontrib"tion ....................................................................................................................... 84 5.5.Paper 5 ........................................................................................................................................ 84 5.5.1.)e'ription ........................................................................................................................... 84 5.5.2.Met%od ............................................................................................................................... 87 5.5.3.=inding ................................................................................................................................ 87 5.5.(.!ontrib"tion ....................................................................................................................... 87 5.>.Paper > ........................................................................................................................................ 88 5.>.1.)e'ription ........................................................................................................................... 88 5.>.2.Met%od ............................................................................................................................. 100 5.>.3.=inding .............................................................................................................................. 100 5.>.(.!ontrib"tion ..................................................................................................................... 101 >.)i'"ion and Inferen'e ................................................................................................................ 102 >.1.Introd"'tion ............................................................................................................................... 102 >.2.Integrated Mobile Money Adoption Model ................................................................................ 103 >.2.1.Introd"'tion ....................................................................................................................... 103 >.2.2.Te'%nology A''eptan'e 2tage............................................................................................. 105 >.2.3.+e (!on"#ption) 2tage ................................................................................................... 107 >.2.(.Adoption 2tage ................................................................................................................... 111 >.2.5.T%e 2o'ial and Peronal /n&iron#ent ................................................................................. 11( >.2.>.6e-e'tion ............................................................................................................................ 115 >.2.4.T%e 2tr"'t"re of iMoMAM .................................................................................................. 115 >.3.!ontr"'tion of Meaning .......................................................................................................... 117 >.(.T%e 2"pply 2ide .......................................................................................................................... 118 4.!on'l"ion and ="rt%er 2t"die .......................................................................................................... 120 4.1.$eyond Te'%nology Adoption..................................................................................................... 122 4.2.="rt%er 2t"die and 0i#itation .................................................................................................. 123 Page | .1 Te'%nology A''eptan'e deter#inant Page | .( Integrated Mobile Money Adoption Model =ig"re 4.1Mobile Money Te'%nology Appropriation Model #AB*ES Table 1.1)e'ription of Paper Table 2.1 )e#ograp%i' data on repondent Table 2.2 M"ltiple 2IM !ard Table 2.3 Total a#o"nt of #oney pent on #obile f"n'tion in a ?ee; Table 2.5 !%ange of #obile %andet Table 2.> +age of #obile p%one for &oi'e 'all and 2M2 Table 2.4 A&erage ti#e pent on 'all Table 2.7 Mobile P%one "age and per'eption Table 2.8 Mobile f"n'tion "ed for 'o##"ni'ation ?it% different a'@"aintan'e Table 2.10 +age of #obile in different it"ation Table 2.11 +age of t%e Mobile P%one a a M"lti#edia )e&i'e Table 2.12 +age of ad&an'ed and internet related er&i'e Table 3.1 $ai' )efinition of Te'%nology A''eptan'e and Adoption Table 3:2 !%ara'teriti' of 9arian'e and Pro'e Approa'%e Table (.1 Poition of *no?ledge !lai# and P%iloop%i'al a"#ption Table (.22"##ary of )ata !olle'tion Te'%ni@"e Table (.3 !%ara'teriti' of =ield?or; 2 Parti'ipant Table (.( !%ara'teriti' of =ield?or; 3 parti'ipant Table >.1 )efinition of Te'%nology A''eptan'e !ontr"'t Table >.2 iMoMAM p%ae definition Page | .8 /&ery t?o year 40>.833.7 Got "re848.>(3.5 I %a&e ne&er '%anged #y p%one 5405>.5100.0 Total1007100.0 .igure 219 Change of mobile handset Page | 33Ae1.1>.1>.1 'ore seldom.0.0(.4>.8 (e!er.5.53.>5.( Total100100100100 .igure 21A Usage of mobile phone for voice calls and SMS T%ere"ltoft%e"r&ey%o?t%att?oo"tofe&eryfi&epeople#a;eatleatap%one'allin e&ery t?o %o"r of t%e?or;ingday, ?%ileone o"tof e&eryt?opeople re'ei&e at leata'allin e&eryt?o%o"roft%eday.="rt%er#ore,'"#"lati&ely,nineintenpeoplere'ei&eatleatone p%one'allinaday.Morere#ar;ably,onlyfi&eo"tof1000peoplene&erre'ei&eor#a;ea p%one 'all. Alo, fo"r o"t of ten people re'ei&e at leat 5 2M2 in a day,?%ereaonly t%reeo"t of ten people end at leat 5 2M2 in a day. T%ee re"lt refle't t%e C%anaian o'iety: dependen'y on ,010,020,030,0(0,0H&er20ti#e aday10120ti#e aday518ti#e aday11(ti#e aday2e&eralti#e a?ee;Atleaton'e a?ee;Moreeldo#Ge&er9alid6e'ei&e 9oi'ePer'entMa;e 9oi'ePer'ent6e'ei&e 2M2Per'ent2end 2M2Per'entPage | 35#obilep%one for interperonal 'o##"ni'ation. Alt%o"g% it indi'ate a relati&ely %ig% "e of 2M2, &oi'e i till "pre#e in C%ana. 6epondent ?ere a;ed to pro&ide t%e a&erage lengt% of ti#e ea'% 'all ta;e, to ae t%e ignifi'an'e of t%e 'all. Table .4 Average time spent on calls A&erage Ti#e Per'ent !"#"lati&e Per'ent #ess than 1 minute5.45.4 15( minutes31.434.3 -56 minutes23.2>0.> 1756 minutes1>.(44.0 $7507 minutes1>.583.( More than 1 hour>.>100.0 Total100.05.4 T%ere"lt"pportt%eearlieraertiont%att%eC%anaian#obileo'ietyidependentont%e #obile a an interperonal 'o##"ni'ation de&i'e. =ro# Table2.>, fo"rin e&ery 10 people pend at leat 10#in"te on t%e a&erage 'all. !o#bining t%e t?o finding, t%e re"lt indi'ate t%at fo"r in e&ery 10 people pend one %o"r and (0#in a day #a;ing p%one 'all.Mobile p%one %a&e gained a ignifi'ant poition in t%e li&e of #any C%anaian. ,020,0(0,00e t%an 1 #in"te11( #in"te518 #in"te10128 #in"te301>0 #in"teMore t%an 1 %o"rA&erage ti#e pent on &oi'e 'all.igure 2108 Average time spent on voice calls,010,020,030,0(0,050,0>0,0I prefer to end 2M2 intead of #a;ing&oi'e 'all be'a"e itL '%eaperI prefer toend 2M2 tot%oe t%at I donot ;no?I 'an e1>.(5.55>.8 Disagree(2.>(4.47.53(.4(3.8>.018.7 )ndi**erence17.020.315.(21.323.723.41(.1 Agree11.58.531.122.312.3(8.>>.1 $trongl" Agree 2.7(.((0.((.13.415.33.2 An Hf'o# t"dy on t%e 'o##"ni'ation #ar;et of t%e +* in 2011 re&ealed t%at 2M2 %a o&erta;en &oi'e in interperonal 'o##"ni'ation. B%ile on a&erage 57M of t%e pop"lation end at leat one 2M2te0,070,0100,09oi'e !all 2M2 MM2 /#ail Go "'% a'@"itan'ePage | 34Table .6 Mobile functions used for communication .ith different ac/uaintances "artnerC.amily % live +ith "artnerC.amilyC,elative % do not live +ith .riends % often meet in my everyday life .riends % seldom meet in my everyday life Colleagues+oice ,all88.084.581.182.781.7 $'$.51.87.4>.34.> ''$.1.2.0.0.( -mail.2.2.2.(.0 (o s.ch ac/.aintance.2.2.0.>.2 In "pport of t%eearlier aertion t%at t%e e14.>(.1(2.823.(1.118.135.>1(.5 =ot ,elevantfor me 3.253.2>.712.853.81(.128.732.54.47.81(.8 Do not use the mobile then 10.122.830.(27.>2>.0172(.4(8.01(.72(.334.0 Page | 376epondent ?ere a;ed to indi'ate t%e f"n'tion of a #obile p%one t%at t%ey are #ot li;ely to "e in ele&en different it"ation. T%e re"lt pointo"t t%at in all it"ation identified#ot C%anaian ?illprefer#a;inga&oi'e'alltoendingan2M2.Interetingly,e&eninale't"re%allor?%en dri&ing,#orerepondentprefer&oi'e'allto2M2.Eo?e&er,t%e"eoft%eMP3orradio?a ignifi'antly%ig%ert%an2M2inpla'e?%ereolit"deire@"ired.="rt%er,"ingt%e#obilefor Internet "rfing ?a "rpriingly %ig%er t%an 2M2 in all it"ation. In addition, in #ot 'ae, one in t?o belie&e t%at t%ey eit%er #a;e a &oi'e 'all or "do not "e t%e #obile t%en", 'onfir#ing t%at t%e #obilep%oneitilleenby#anyaonlya&oi'e'o##"ni'ationde&i'e.Alt%o"g%repondent per'ei&e t%at t%e #obile p%one i #ore t%an -"t a &oi'e 'o##"ni'ation de&i'e, t%eir a't"al "age i #ainly for&oi'e 'o##"ni'ation. )epite all t%ead&antageof "ing2M2 'apt"redin literat"re, t%eC%anaian#obileo'ietyprefer#a;ing&oi'e'allforending2M2(Ceer,200(p.18). Eo?e&er, t%e C%anaian: preferen'e of &oi'e o&er 2M2 ?ill '%ange o&er ti#e. 2i#ilarly, te0,09oi'e !all 2M2T MM2 Internet 2"rf Ge? 2er&i'e MP3 T radio Got 6ele&antfor #e )o not "e t%e #obile t%enPage | 38better)yna#i'6AM()6AM)Flargeandbrig%t'olordiplayFi#pro&ed'a#eraandi#aging te'%nologie and &ideo trea#ing and 'o#preion 'apabilitie%a&e all 'ontrib"ted in #a;ing t%e #obilep%onea#"lti#ediade&i'e(6a#"onetal.200().="rt%er#ore,t%e#"lti#edia f"n'tionalitieare'o#bined?it%ignifi'antlyred"'ediDe,?eig%t,betterenergy'on"#ption, pri'e and "er friendly interfa'e, ?%i'% #a;e it eaier to "e by yo"ng '%ildren (0ing 200(, Ceer, 200().B%y'arryaMP3TMP(playeranda#obilep%one?%enyo"r#obilede&i'e'anpro&ide bot% appli'ationQTable .11 !sage of Mobile Phone as a Multimedia DeviceDaily.11(.214.45.07.>28.3>.5 0isten to 'P334.5>.53.54.(3.34.527.55.7 0isten to 1adio32.5(.>8.2>.73.74.827.2>.8 0isten to 1adio (e%s 30.0(.18.>>.83.(8.428.4>.> Pla" games32.410.87.84.83.110.515.210.4 Use the calendar *.nction34.(15.(>.(>.((.18.01(.34.1 'a&e (otes14.84.74.511.02.512.031.210.0 1ecord !ideo clips>.02.53.71(.38.>1>.337.(8.2 T%e repondent ?ere re@"ired to e.33.>5.511.83.85.550.213.2 +ie% (e%s site11.310.>4.74.02.25.3(3.>12.2 8eather 9orecast7.((.(7.>5.82.35.8(8.215.3 $ports 1es.lts18.05.72.21.32.85.((2.521.1 $toc& e:change in*o5.33.1>.(5.3(.3>.>(>.322.4 'o2ile ;an&ing1.30.80.410.05.83.(53.(2(.3 5P$6 'aps or (a!igation $er!ice 2.00.>3.25.75.17.453.521.2 'o2ile Pa"ments1.40.(0.58.55.8(.75(.323.0 Page | (1?afort%ep"rpoeof%a&ingri'%#obile#oney"agedata.Eo?e&er,itibelie&edt%att%e de'ription of t%e #obile o'iety of C%ana pro&ided abo&e ?ill be @"ite i#ilar to t%at of *enya. T%e Clobal Infor#ation Te'%nology 6eport p"bli%ed by t%e Borld /'ono#i' =or"# pro&ide o#e 'o#parati&e analyi of t%e le&el of I!T in 1(2 'o"ntrie a'ro t%e ?orld "ing 53 indi'ator "b1gro"ped into 10 ;ey gro"p %o?n in fig"re 2.1( abo&e. T%e o&erall Get?or; 6eadine Inde< 2012 %o? great i#ilaritie bet?een t%e t?o 'o"ntrie ?it% C%ana 'oring 3.( ?%ilt *enya 'ore 3.5 ()"tta,$ilbao1Horio,2012).Eo?e&er,inrelationtot%e'"rrentt"dy,t%ereafe?differen'e bet?eent%et?o'o"ntriet%atare?ort%noting:B%erea*enya%a78M#obilenet?or; 'o&erage, C%ana only %a 44M, #ean?%ile t%e 'ot of "ing #obile 'o##"ni'ation in C%ana i le t%an 50M (0.12) of t%e 'ot of "ing t%e a#e er&i'e in *enya (0.28). ="rt%er, t%e report indi'ate lig%t differen'e bet?een t%e o'ial and e'ono#i' i#pa'tof I!T in *enya and C%ana. T%e i#pa't of I!T on a''e to bai' er&i'e ?a (.> in *enya and 3.8 in C%ana. T%i 'o"ld be partly e>.>M and *enya, 74M).T%", a tated earlier, t%e 'onte.3M).T%efo"r#obilenet?or;operator%a&eengagedina battle for ne? '"to#er and retention of e