CONSUMER TECHNOLOGY ADOPTION MODEL FOR MOBILE DATA SERVICES 

Kennedy D Gunawardana

Department of Accounting

University of Sri Jayewardenepura, Sri Lanka

 kennedy@sjp.ac.lk

This research paper investigates the adoption of two mobile data services with utilitarian and hedonic value propositions in Sri Lanka. The proposed Technology adoption model has been built based on empirical academic research into consumer motives of cognition, hedonics, social influences and studies into consumer behavior attitude and intention. The model attempts to explain 40%-54% of the Sri Lankan consumer behavior in the context of selected mobile data services. There are a number of important findings from this research, including identification of key determinants of technology adoption in mobile data service, the importance of variables such as perceived usefulness, perceived ease of use and comparative advantage in the adoption decisions. The research further explores the relationship of hedonic motives and their influence of attitude towards adoption and adoption intention.