Quotation Novotny, Alexander. 2010. Acceptance and Usage of Mobile Price Comparison Services. Bachelorarbeit, Vienna University of Economics and Business.




The widespread availability of mobile internet and capable smartphones has paved the way for an abundance of mobile services including mobile price comparison (MPC) services. Still, MPC services are hardly used by consumers and the adoption characteristics are poorly understood. This study proposes a model which aims to explain the acceptance of MPC services by enhancing the Technology Acceptance Model (TAM) with perceived enjoyment and image. Moreover, the role of weekly internet and mobile phone usage as moderators of the antecedents of behavioral intention to use MPC services is explored. The model was empirically tested in an online survey among 338 internet users and proved to have satisfactory predictive power. The findings indicate that hedonic and enjoyable elements in MPC services are equally important as useful predictions of adoption. The expected image gain is an important extrinsic motivator to adopt MPC services. While perceived ease of use is a crucial factor for intended usage as well as perceived usefulness and enjoyment, the effect of the moderating variables was not significant. Furthermore, this study contributes to the understanding of MPC services by providing a categorization of different MPC services types, technical requirements and limitations as well as a market overview of existing services in the German speaking countries. Practical implications for developers of mobile price comparison services are discussed.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Bachelor thesis
Language English
Title Acceptance and Usage of Mobile Price Comparison Services
Academic institution Vienna University of Economics and Business
Year 2010


Novotny, Alexander (Details)
Institute for Information Systems and Society IN (Details)
Research areas (Ă–STAT Classification 'Statistik Austria')
5367 Management information systems (Details)
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