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MVNO services: Policy implications for promoting MVNO diffusion

Author:

Dong-Hee ShinAuthors Info & Claims

Telecommunications Policy, Volume 34, Issue 10

Pages 616 - 632

https://doi.org/10.1016/j.telpol.2010.07.001

Published: 01 November 2010 Publication History

Abstract

This study seeks to validate a comprehensive model of consumer acceptance in the context of MVNOs. While the MVNO business model has gained much popularity over the past few years, it shows a sign of drastic decrease. This study uses the unified theory of acceptance and the use of technology (UTAUT) model with constructs from the innovation diffusion theory (IDT) such as compatibility, relative advantage and social influence. Structural equation modeling is used to construct a predictive model of attitudes toward the MVNO services. While the model confirms the classical role of technology adoption factors (i.e., perceived usefulness and ease of use are key antecedents to consumers' intention), the results also show that users' intention and usage are influenced by IDT factors. The model brings together extant research on MVNO and provides an important cluster of antecedents to eventual technology acceptance via constructs of behavioral intention to use and to the actual MVNO usage. Policy implications of MVNO are discussed in terms of consumer adoption and market diffusion.

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Cited By

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Published In

cover image Telecommunications Policy

Telecommunications Policy Volume 34, Issue 10

November, 2010

111 pages

ISSN:0308-5961

Issue’s Table of Contents

Copyright © Elsevier Ltd © 2010.

Publisher

Pergamon Press, Inc.

United States

Publication History

Published: 01 November 2010

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Cited By

Čihák J(2024)The impact of mobile virtual network operators on the mobile telecommunications services marketTelecommunications Policy10.1016/j.telpol.2023.10266247:10Online publication date: 1-Feb-2024
https://dl.acm.org/doi/10.1016/j.telpol.2023.102662
Badran M(2019)eHealth in EgyptTelecommunications Policy10.1016/j.telpol.2019.01.00343:6(576-594)Online publication date: 1-Jul-2019
https://dl.acm.org/doi/10.1016/j.telpol.2019.01.003
Roh MPark K(2019)Adoption of O2O food delivery services in South KoreaInternational Journal of Information Management: The Journal for Information Professionals10.1016/j.ijinfomgt.2018.09.01747:C(262-273)Online publication date: 1-Aug-2019
https://dl.acm.org/doi/10.1016/j.ijinfomgt.2018.09.017
Chiu YLo SHsieh AHwang Y(2019)Exploring why people spend more time shopping online than in offline storesComputers in Human Behavior10.1016/j.chb.2019.01.02995:C(24-30)Online publication date: 1-Jun-2019
https://dl.acm.org/doi/10.1016/j.chb.2019.01.029
(2018)Factors affecting the adoption of internet banking in PakistanInternational Journal of Business Information Systems10.1504/IJBIS.2018.09253028:3(342-370)Online publication date: 1-Jan-2018
https://dl.acm.org/doi/10.1504/IJBIS.2018.092530
Calvo-Porral CFaa-Medn ANieto-Mengotti M(2017)Satisfaction and switching intention in mobile servicesTelematics and Informatics10.1016/j.tele.2016.08.02234:5(717-729)Online publication date: 1-Aug-2017
https://dl.acm.org/doi/10.1016/j.tele.2016.08.022
Birudavolu SNag BWali O(2016)Open Innovation in ICT Services for Quadruple Helix ModelProceedings of the International Conference on Internet of things and Cloud Computing10.1145/2896387.2896418(1-13)Online publication date: 22-Mar-2016
https://dl.acm.org/doi/10.1145/2896387.2896418
Ovčjak BHeričko MPolančič G(2015)Factors impacting the acceptance of mobile data services - A systematic literature reviewComputers in Human Behavior10.1016/j.chb.2015.06.01353:C(24-47)Online publication date: 1-Dec-2015
https://dl.acm.org/doi/10.1016/j.chb.2015.06.013
Calvo-Porral CLévy-Mangin J(2015)Switching behavior and customer satisfaction in mobile servicesComputers in Human Behavior10.1016/j.chb.2015.03.05749:C(532-540)Online publication date: 1-Aug-2015
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Kapoor KDwivedi YWilliams M(2015)Examining the role of three sets of innovation attributes for determining adoption of the interbank mobile payment serviceInformation Systems Frontiers10.1007/s10796-014-9484-717:5(1039-1056)Online publication date: 1-Oct-2015
https://dl.acm.org/doi/10.1007/s10796-014-9484-7
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