Mobile phone-enabled internet services and the technology readiness of the users

At a time the ecosystem of mobile phones continues to evolve, this study investigates the impact of the users' technology readiness (TR) and perceived value (PV) of mobile phone-enabled internet usage (MPEIU). The primary aim of this study is to examine the potential roles of TR and the dimensions of PV as antecedents of mobile data usage and to contribute to the debate on the determinants of technology acceptance and usage by individuals. The perceived value of mobile phone-enabled internet is conceptualised under five dimensions, viz: (1) utilitarian value, (2) hedonic value, (3) uniqueness value, (4) epistemic value, and (5) economic value, in a survey conducted by using a validated questionnaire, with a sample of 550 adult mobile phone users in the Central Province of Sri Lanka. The data analysis employs covariance-based structural equation modelling (CB-SEM) analytical process and the findings reveal that their adoption intention (AI) has a direct positive influence on the MPEIU. It is discovered that the utilitarian, epistemic, and hedonic value dimensions of MPEIU indicate a direct influence on their AI while TR indicates an indirect influence on it. The findings imply that the generic strategic approaches (i.e., cost and differentiation) to mobile internet services may be an ineffective solution and suggest that the focus should shift towards improving the utilitarian, epistemic, and hedonic components of mobile internet services. Accordingly, the users with a higher level of TR indicated an affinity to have a higher AI and higher usage. Therefore, the user's TR is recommended here as the basis for market segmentation.