Effects of User Propensity on Total Charges of Mobile Communication : The Role of Mobile Services 


Vol. 35,  No. 6, pp. 908-920, Jun.  2010


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  Abstract

In recent years, mobile phone market is saturated in number of user term. Associated service providers struggle to provide various mobile services such as Internet, e-commerce, game, music etc. to increase ARPU (average revenue per user) instead. In this study we explore the factors which affect price tabs of mobile communication. As a conceptual foundation, this study introduces user factors?users’ propensity to use mobile phones?as independent variables and mobile service functions as mediating variables. The research model was phones?as independent variables and mobile service functions as mediating variables. The research model was tested with data from Web-based survey of 1,500 mobile users and analyzed by structural equation modeling (SEM). Our results suggest that user factors impact the usage of mobile service functions and mobile service functions for information and convenience are positively related to price tabs of mobile communication. Implications for mobile service providers and policy makers are discussed.

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  Cite this article

[IEEE Style]

J. Ahn, H. Baek, H. Lim, E. Cheon, "Effects of User Propensity on Total Charges of Mobile Communication : The Role of Mobile Services," The Journal of Korean Institute of Communications and Information Sciences, vol. 35, no. 6, pp. 908-920, 2010. DOI: .

[ACM Style]

JoongHo Ahn, Hyunmi Baek, Hyeo-seok Lim, and Eunyoung Cheon. 2010. Effects of User Propensity on Total Charges of Mobile Communication : The Role of Mobile Services. The Journal of Korean Institute of Communications and Information Sciences, 35, 6, (2010), 908-920. DOI: .

[KICS Style]

JoongHo Ahn, Hyunmi Baek, Hyeo-seok Lim, Eunyoung Cheon, "Effects of User Propensity on Total Charges of Mobile Communication : The Role of Mobile Services," The Journal of Korean Institute of Communications and Information Sciences, vol. 35, no. 6, pp. 908-920, 6. 2010.

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pISSN : 1226 - 4717
eISSN : 2287 - 3880