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Factors Affecting WiFi Use Intention: The Context of Cyprus

Factors Affecting WiFi Use Intention: The Context of Cyprus
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Author(s): Despo Ktoridou (University of Nicosia, Cyprus), Hans-Ruediger Kaufmann (University of Nicosia, Cyprus & International Business School at Vilnius University, Lithuania) and Christos Liassides (Columbia Management, Cyprus)
Copyright: 2011
Pages: 22
Source title: Advanced Technologies Management for Retailing: Frameworks and Cases
Source Author(s)/Editor(s): Eleonora Pantano (University of Calabria, Italy) and Harry Timmermans (Eindhoven University of Technology, The Netherlands)
DOI: 10.4018/978-1-60960-738-8.ch016


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Wireless communications are here to stay; nevertheless, a number of individuals are still reluctant to use them for accessing the Web. This urges providers to better understand the concerns of consumers in order to better position the products and services in the market and to reduce the barriers that consumers may have in using WiFi – Wireless Fidelity Internet technologies. The present quantitative study was carried out for the purpose of assessing the effect of a number of constructs, identified in the past to affect the use of IT and WiFi use intention, as well as identifying the underlying factor structure of these constructs. It further aimed to assessing the overall attitudes and behavior of consumers towards WiFi use, as well as identifying and comparing WiFi users and non-users’ overall behavior towards WiFi use and their perceptions of factors determining WiFi adoption.

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