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Gender Differences in Advanced Mobile Services Acceptance: M-Location and M-Social Media
Abstract
By stating that the antecedents of customers´ intentions to use mobile services should be studied across service categories and gender differences, the purpose of this article is to investigate the validity and differential predictive power of a model that explain acceptance of several mobile services across male and female customers. This study contributes to the emerging but limited body of research on consumer adoption of advanced mobile services by addressing several critical issues. First, the present paper focuses on two mobile services, namely m-location and m-social media, as they are considered as the new age of advanced mobile services. Furthermore, we include gender as a moderator variable. A theoretical model is proposed and tested in a sample of 429 Dutch consumers. Results from structural modeling equations show that the factors explaining the acceptance of m-location and m-social media services differ. Second, gender moderating effect has been found significant as gender differences exist in the strength of various paths. In addition to its theoretical contributions, this research presents important practical contributions. In particular, practitioners can gain valuable insights into the driving forces of mobile services.
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