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C/B/1707. Dissertation. Mobile device adoption in UK: perceptions, buying intentions and manufacturer influence

WORDS:
11300
DATE:
2009
PRICE:
119.99 GBP

The dissertation looks at the adoption of the mobile device in the UK providing a review of literature on technology acceptance/adoption models (TAM), the theories of reasoned action, planned behaviour and PC utilisation. A study is conducted to identify users’ perceptions of the mobile device among the students of Middlesex University using the methods of primary data collection via a questionnaire. Conclusions are made about the attitudes towards mobile devices and the influence of mobile manufacturers on the behavioural intention to use the device. The findings contribute to the understanding of potential consumers of mobile commerce (m-commerce) and mobile marketing.

 

KEYWORDS: Dissertation, mobile device, m-commerce, consumer behaviour, technology adoption model, TAM,

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