ETDs @PUC-Rio
| Título: | SMS ADOPTION BY MOBILE USERS: A PROPOSAL BASED ON THE TECHNOLOGY ACCEPTANCE MODEL | ||||||||||||||||||||||||||||||||||||
| Autor: |
JESSICA MATTOSO DA FONSECA |
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| Colaborador(es): |
JORGE FERREIRA DA SILVA - Orientador |
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| Catalogação: | 21/AGO/2006 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | THESIS | ||||||||||||||||||||||||||||||||||
| Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=8858&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=8858&idi=2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.8858 | ||||||||||||||||||||||||||||||||||||
| Resumo: | |||||||||||||||||||||||||||||||||||||
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Mobile operators have been challenged since voice
communication reached
its peak and value added services became crucial for
success. SMS is the most
adopted value added service and responds for 80% of mobile
data revenues in
Brazil and in the world. This essay tries to understand
customer`s motivation for
adopting SMS service. An extended version of TAM -
Technology Acceptance
Model that includes the Perceived Quality Service and the
Perceived Cost
variables was analyzed in order to understand these
factors. The software SPSS
13.0 helped to perform a multivariate data analysis and
the structured equations
were supported by the software AMOS 4.0. The analysis of
results provides the
following conclusions: Perceived Ease of Use, Perceived
Service Quality and
Perceived Cost influence the Attitude toward Using;
Perceived Usefulness is the
most relevant construct to determine the Attitude toward
Using and the Behavioral
Intention to Use; Behavioral Intention to Use is key
driver to the construct Actual
Use.
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