Consumersʹ behavioral intentions to use mobile data services in Malaysia

Mobile data services have gained its popularity among mobile phone users even throughout the world, the voice calls revenue decreases and the mobile phone industry has been experiencing market saturation. With limited research pertaining to what are the factors that affect customersʹ behavioral intention to use mobile data services, this study attempts to identify these factors and the extent to which they have affected customersʹ behavioral intention to use mobile data services. A questionnaire survey was conducted in 2008 at Klang Valley, Malaysia. The samples used were mainly from the working population and graduate students. There were 404 valid respondents for the survey. The findings show that the factors perceived usefulness, perceived enjoyment, perceived mobility, social influence and perceived ease of use (in descending order of importance) had significant positive influences on consumersʹ usage intentions for mobile data services. However, media influence and perceived monetary value were found to have no significant impact. The result from this study on technology adoption provides an insight perspective to product developers and marketers on consumersʹ behavioral intentions to use the new emerging services that might replace the importance of voice data in the near future.