Understanding consumers' adoption of mobile data applications (MDA) : implications for maketing theory and segmentation strategies.

• Main Author: Han, Hilda Mei Ian.
• Other Authors: Lam, Shun Yin
• Format: Theses and Dissertations
• Published: 2008
• Subjects: DRNTU::Business::Marketing
• Online Access: http://hdl.handle.net/10356/7308
• Institution: Nanyang Technological University

Reviewing the antecedents of attitudes and intentions toward adoption and use of a new category of ICT, mobile data applications (MDA) and proposes a comprehensive framework that expands the antecedents of attitudes toward use, and explores the influence of prior experience with related ICT on inten...