Exploring the Similarities Between Users and Non-Users of Consumer Mobile Internet Services: Towards a Porosity Model of Technology Acceptance

Stéphanie Emilie Joëlle Gauttier, Claire Gauzente

Research output: Contribution to journalArticleAcademicpeer-review

3 Citations (Scopus)
107 Downloads (Pure)

Abstract

While mobile technologies have become pervasive, some consumers remain reluctant to accept, adopt and use them. Literature traditionally opposes the notions of ‘user' and ‘non-user' but recent developments show the boundary between these two concepts is very thin. The aim of this article is to review theoretical frameworks that are available for understanding such consumer attitudes and behaviours and to confront theoretical analysis with in-depth subjective investigation of a non-user, occasional user and heavy user, facing a set of different mobile media offers. The empirical analysis is conducted using Q-method. Results demonstrate similarities among users and non-users when considering their attitude towards different technologies, which opens opportunities for market consumer technologies to increase their penetration rate.
Original languageEnglish
Article number5
Pages (from-to)71-87
Number of pages17
JournalInternational journal of technology and human interaction
Volume14
Issue number3
DOIs
Publication statusPublished - Jul 2018

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