| Abstract [eng] |
Mobile technologies are gaining more popularity and diffusing into every aspect of people every day life. It is expected that future of mobile telephony will rely on mobile services. However, the actual adoption of new mobile services has been much slower than expected. Therefore, it is becoming more crucial to study how and why consumers adopt mobile technologies and services. Youth is one of the most important segments in mobile services market: they constitute one-third of all mobile phone users, this segment is growing steadily, youth’s expenses for mobile services are one of the largest, in addition, they encourage others to use mobile services. The objective of this paper is to study the drivers of youth mobile services adoption. Therefore, first problem is to define these drives, through analysis of information and communication technologies influence on youth every day life. Second, is to construct the model suitable for this study. Last problem is to test research model in Lithuania’s youth market and determine the factors, which significantly influence youth intentions to use mobile services. The analysis of various theoretical technology acceptance models ascertained that an integration of various theoretical perspectives may provide a richer understanding of the mobile services phenomenon. Therefore, using deduction method, two main drivers where identified – belonging and significance. The suggested model proposes that perceived usefulness, ease of use, behavioral control, belonging and significance are the main factors, which influence consumers’ intentions to use mobile services. Three types of mobiles services – mobile multimedia services, location based services and near field communication mobile payments – have been chosen for the model’s investigation due to their different benefits and years to mainstream adoption. The correlation analysis of survey results stated that all factors have positively correlated with youth’s intentions to use mobile services. The regression analysis of survey results confirmed that factors, which significantly influence youth’s intentions to use mobile services, are usefulness, significance, belonging and behavioral control in that order. The conclusions from the study might be useful for both other researches and mobile services providers. |
