Consumers’ behavioral intentions to use mobile data services in Malaysia

Abstract

Mobile data services have gained its popularity among mobile phone users even throughout the world,
the voice calls revenue decreases and the mobile phone industry has been experiencing market
saturation. With limited research pertaining to what are the factors that affect customers’ behavioral
intention to use mobile data services, this study attempts to identify these factors and the extent to
which they have affected customers’ behavioral intention to use mobile data services. A questionnaire
survey was conducted in 2008 at Klang Valley, Malaysia. The samples used were mainly from the
working population and graduate students. There were 404 valid respondents for the survey. The
findings show that the factors perceived usefulness, perceived enjoyment, perceived mobility, social
influence and perceived ease of use (in descending order of importance) had significant positive
influences on consumers’ usage intentions for mobile data services. However, media influence and
perceived monetary value were found to have no significant impact. The result from this study on
technology adoption provides an insight perspective to product developers and marketers on
consumers’ behavioral intentions to use the new emerging services that might replace the importance
of voice data in the near future