user acceptance of mobile applications wg1/ wwrf24, penang 12 april 2010 lene sørensen and knud...
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User acceptance of mobile applications
WG1/ WWRF24, Penang 12 April 2010
Lene Sørensen and Knud Erik Skoubycenter for Communication, Media and Information technologiesAalborg University – Copenhagen,
Mobile applications
• Games, ringtones, guides etc.• Huge developments in mobile
applications• Creating revenue on the mobile
markets• Transcending passive mobile
entertainment• For all phones, but.. . the i-factor
Our theme in mobile applications: events
• Conference events• Travelling
Aim
• Discuss the concept of user acceptance in relation to 4 selected travel/event mobile applications
• Based on • ongoing work on user acceptance• ‘expert’ evaluations’
• Preliminary results/ conclusions
The four applications
Amsterdam mobile guide
Lonely planet city guide Cph
Copenhagen unlike city guide
The four applications
• Show the currently most interesting and new thinking possibilities in relation to event services, guides and mobile technology
User acceptance
• Key to success for any service provider
• User acceptance – the willingness of a user group to employ a technology for the task it is designed for (Dillon, 2001)
• Provides insight into why technologies are adopted or rejected
User acceptance models
• Most based on TAM: The Technology Acceptance Model (Davis, 1989)– Perceived usefulness– Perceived ease of use
• However this model does not introduce social influences – which is important when discussing mobile applications (the cell phone is a social device)
Kaasinen’s model : User acceptance
Comparing the four applications
Perceived ease of use
Perceived value/ usefulness
Perceived ease of adoption
Trust
Amsterdam mobile guide
High – iPhone app
High – for a tourist- pictures, maps, near me, search
High- Free download/ GPS traffic
‘Official’ -GPS data –no problems
Lonely planet city guide (SF)
High – iPhone app however it is a huge application and waiting time may occur
High – maps and near by features
Medium – complicated / a book in reality – too much waiting time to look up
‘LP-concept’’/ GPS data; no event info –a problem?
Roskilde mobile festival guide
High – works on many phones – explained to target group
High – updated info on music events, interactivity with large screens
High –adoption during the festival- free download/ traffic costs
High trust – related to event
Copenhagen unlike city guide
High – iPhone app
High – for tourists as well as people living in Copenhagen – facts and expert knowledge
High – pay for download/ free usage
‘Concept’ / GPS data – probably no problems
Conclusions
• The four app’s score high on the acceptance dimensions• ‘Expert Evaluation’• ‘Many’ users – limited statistics
• Trust an issue• Several aspects• Private data
• Currently no problems/issues, but potentials for, e.g,, push services
Conclusions
• User acceptance high in new mobile event applications
• Many useful features and with a high level of users using the applications
• Trust not a current issue but could become an obstacle in the future
References
• Crossroads Copenhagen (2009): 6 case studies• Nielsen, T. And Pierson, J. (2009): Up for adoption? Paper for the
CMI conference 2009, Copenhagen• Davis, F.D. (1989): Perceived usefulness, perceived ease of use,
and user acceptance of information technology, In: MIS Quarterly, 13, (3), pp. 319 – 340.
• Kaasinen, E. (2005). User acceptance of mobile services – value, ease of use, trust and ease of adoption, doctoral thesis, VTT Publications