Table of Contents

Introduction...................................................................................................................... 2
Literature Survey............................................................................................................. 3
Theoretical basis for Derivation of Hypothesis.................................................................4
About the Sample and the Survey.................................................................................... 6
Steps for analysis........................................................................................................... 10
Factor analysis............................................................................................................... 11
Reliability & Final constructs.......................................................................................... 11
Hypothesis & Regression Analysis.................................................................................. 12
Discussion...................................................................................................................... 12
Likely implications & Limitations.................................................................................... 13
Scope for future use....................................................................................................... 14
Conclusion...................................................................................................................... 14
References..................................................................................................................... 16
Qualtrics Login Credentials............................................................................................ 17
Exhibits.......................................................................................................................... 18

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Introduction
Mobile internet usage is spreading its wings in a massive way. People of any age group
(kids, teenagers, businessmen) can be seen accessing the internet on their mobile
devices for any purpose whatsoever. The use of smartphones, tabs, Pads is overtaking
desktop computers. Taking the trust prospective, People are using mobile internet for
booking tickets, making banking transactions etc. Socially, they are becoming
acceptable as well. For ex: now, PNR no/Air ticket on personal mobile devices are being
accepted as a valid proof. Now, almost every internet website has developed its mobile
supported website for ease of usability of the users. The reason for this massive growth
could be contributed to two factors:
1. The range of smartphones available in the market which are price competitive
and full of useful applications loaded. For ex: Earlier, people used Skype
application to make voice chats but voice chats are now possible on mobile
devices by using different applications.(Facetime etc.)
2. The importance of accessing data/information/staying connected on the move.
According to the research conducted by the company: 91% of all people on earth have
a mobile phone; 56% of people own a smart phone; 50% of mobile phone users, use
mobile as their primary Internet source; 80% of time on mobile is spent inside
apps. The above data shows the importance of mobile internet. Some more stats:

To understand the reason behind the magnificent growth, a person has to look at all the
values that the mobile internet provides: functional, emotional, social, and monetary
value. Here, every factor hold equal importance and hence cant be overlooked. On a
business level, the presence of mobile internet offers huge potential to service
providers. For any company, it is important to understand how factors namely trust,
usefulness, social norms , technological preference (referred as independent variables)
affect he usage intension/experience /habits of the people in different geographic areas
. The cross cultural insights provide useful information for service providers who are in
pursuit to develop market services for mobile internet phones in different regions and
cultural context.

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Literature Survey
Globally, the use of internet on mobile devices is increasing at a rapid rate (Francis,
1997; Davidson, Walsh & Brown, 2000). Devices and systems that are based on mobile
technologies have become commonplace in our everyday lives (Balasubramanian &
Peterson, 2002) which has led to increase in the accessibility and speed of
communication.
The growth of the internet usage can be significantly contributed to the growth of
smartphones in the world mobile phone market which is considered as the most vibrant
and fastest growing industry. According to the report (Mobile Statistics, Stats & Facts,
2011), the mobile internet usage is bound to overtake the desktop internet usage by
the end of the year 2014.This can be contributed to the mobile internet functionality
and ease of use. Mobile internet is gaining importance for individuals as well as
organizations around the world. Another reason could be the increasing number of
mobile data service.
Critical factors in the emergence of the mobile internet are:
1. Internet player strategies: Few internet oriented companies pushed for mobile
internet services and collaborated with operators and formed a strategic alliance
to solve technical issues related to the usage of mobile internet.
2. End-User Behaviour: End users hold the final say whether any new technology
would be successful or not. The role of pricing scheme over a period of time has
played a huge role in driving the users towards mobile internet.
Technological preference of the people determines a great deal about the usage
experience and intention among the users. In some societies, keeping high
technological devices is regarded as the symbol of modernity, achievement and
prestige. Most advanced devices with high technology provide a great user experience
provided user should have the capability to learn the complex usage. Once, a user
masters this part, the devices become a part and parcel of his daily life.
Apart from other things, there are cultural factors and social norms that are driving the
growth in different regions. Culture is the belief and values about how a community of
peoples should do and act (Kreitner & Kinicki, 2007). It is driven from ones social
environment, not from ones genes. The value structures (functional, emotional, social,
and monetary value) simultaneously affect the satisfaction of mobile Internet usage of
respondents in developed countries. In that respect, social norms (or values) are
defined as how a user is perceived and is liked by others when he uses the mobile
internet. Social values help in creating
a feeling amongst users that they can
easily connected with each other. It consists of collection of activities connected among
people: trust, mutual understanding and shared values and behaviours that hold the
members of the human networks make cooperative action possible.
The presence of mobile internet offers huge potential to service providers. The cross
cultural insights provide useful information for service providers who are in pursuit to
develop market services for mobile internet phones in different regions and cultural
context (Thong, Hong, & Tam 2006). But still, there have not been any significant multinational studies on the cultural factors that would have an effect on the usage of
mobile internet on mobile phones. In a study conducted, using the results of original
Technology Acceptance Model (TAM) and its extension models, it was found out that
customers attitude toward perceived usefulness and ease of use determine the reason
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behind the customers intention to use and the actual usage of the mobile internet
(Vatanparast and Qadim, 2009).
On the other hand, factors that act as a barrier to the usage of mobile internet are: lack
of information about mobile internet; mobile internet limiting internet usage; not all the
web pages have the mobile version.

Theoretical basis for Derivation of Hypothesis

Independ
ent
Trust

Usefulness

Perceived Usage
Compulsion

Social Norms

Technological
Preference

User Capability

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Depende
nt
H
1
H
1
H
4
H
1

Continuous
Usage Intention

H
2

H
3

H
3

Usage
Experience

H1: Trust, Usefulness and Perceived Compulsion of Usage impact

Continuous Usage Intention
Oxford dictionary defines Trust as a persons firm belief in the reliability or ability of
some object/ people to perform/behave in a certain way [6]. Trust plays an important
role in our social life. Mobile internet is very important aspect for people who want to
stay connected 24*7 socially. Mobile is a device which is kept by a person along with
him wherever he goes. A person doesnt have to shut down/open up a mobile (as in
case of laptops/desktop computers) to access it. Instead, a mobile can accessed
instantly even when a person is on bed. Now, on the other hand, as for older people,
compulsive usage of mobile does happen as well. Business people, who travel a lot,
have to use mobile internet to access the information instantaneously/reply to the
official mails.

H2: Social Norms impact Continuous Usage Intention

Social norms are group-held beliefs about how members should behave in a given
context. Social norms, as in most of the cases, affect a person in a great deal. For any
normal person, the basic need is to be a part of one or many social groups and be
acceptable [3]. In some societies, keeping high technological devices is regarded as the
symbol of modernity, achievement and prestige [5]. Generally, it is seen that a person
carrying the latest device becomes the centre of attraction among the group
instantaneously. Social norms inhibit the usage of modern devices too. For ex- elder
people prefer meeting and talking with their friends/relatives in person rather than
staying connected digitally.

H3: Technological
Experience

Preference

and

User

Capability

impact

Usage

Research indicates that technological preference i.e. Inclination towards particular

technology (For ex- android, windows, Symbian technology, iOS) of the people
determines a great deal about the usage experience and intention among the users.
Most advanced devices with high technology provide a great user experience provided
user should have the capability to learn the complex usage [4]. Once, a user masters this
part, the devices become a part and parcel of his daily life. User capability holds the
key. Generally, it is seen that people above 40 years of age try to keep it simple. They
tend to keep mobile for calls purpose only and avoid complicating their systems.

H4: Usefulness impacts Usage Experience

Research indicates that people who believe that they have useful gadgets, have a great
usage experience [1]. The extensive features a gadget has, more the time spent with the
gadget. People want to have hands on experience with the latest technology and
applications which can aid them in their personal, social and official life. Usefulness
impacts the usage experience in a great way. Useful devices, on their own, multiply the
peoples tendency to use them more frequently. For ex- Teenagers, who find
WhatsApp/Facebook useful, can be seen using/exploring it in most times of the day.

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About the Sample and the Survey

Sample Design and Statistics:
Mobile Internet user base in India is highly diversified. An attempt to segment this
market would result into the marketer looking at multitudes of parameters based on
which to segment the market. The same rationale has been kept in mind while
designing the sample and administering the questionnaire. Diversity on different
parameters was the guiding light in an attempt to capture the preferences and hence
usage patterns of different target groups who use mobile internet.
The questionnaire was administered online through Qualtrics with forced responses
for each question to ensure complete responses. 220 respondents from different
segments were contacted through Facebook and e-mail to respond to the questionnaire.
193 of these respondents answered the survey. 148 out of these were clean responses
and hence the analysis is based on the responses of these 148 respondents.
Following sample profile has come up. The below statistics show a high level of
diversity in the respondent profile as well as inclusion from all the different user
segments which is highly desirable.

1. Gender Distribution:

The sample has approx. 59% male and 41% female respondents. A healthy gender ratio
is thus maintained in the sample.

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2. Age Brackets:

Mobile Internet being a technology of the new age, we see maximum usage among the
20-30 years age brackets. However, effort has been made to ensure inclusion of
respondents for different age brackets to make the data richer.
3. Educational Background:

Literacy, we believe, is also an important factor in determining the usage patterns of

MI. Hence, attempt has been made here for inclusion of all the segments based on
educational background.
4. Family Monthly Income:

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Family monthly income is a very important criteria because it determines the

disposable income levels and hence the usage volumes and patterns for MI. This
data also comes in handy in determining the bundling of data plans so that they
appeal to maximum number of users. Accordingly, we have included respondents
from all the strata of the society.
5. Occupation:

Occupation is the parameter that links the mobile internet usage patterns to the motive
behind using the service. Thus, we have included respondents at different stages of life
cycle so that the data gets enriched with usage preferences of different categories of
users from occupation point of view.

6. Length of Mobile Internet Usage Experience:

Usage patterns for MI are also influenced by the length of exposure that the user has
had to the service. We believe, over a period of time, the usage patterns for a particular
user would stabilize and hence become predictable with a high amount of accuracy.
Hence, in this case, we have endeavoured to include maximum number of users with
2+ years of experience.

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7. Top 10 Usage Preferences:

Based on the responses, we have here come up with the usage preferences that are
most common among the mobile internet subscribers. These may come in handy while
coming up with special offers for certain specific data services.

8. Monthly Expenses on Mobile Internet:

Monthly expenses data throw light on the budget that users devote to mobile internet
services. This data comes in handy while dealing with various fixed rate data plans.
9. Device Characteristics and Screen Size:
The device characteristics determine users with what type of OS use more data. Hence,
data plans can be customized so as to appeal more to users with these device
characteristics. Further, screen size is a big determinant of the ease with which MI can
be accessed on the smart phone.

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The above statistics show that the sample profile generated for the study is highly
diverse and includes users from all the segments of the user base. This is thus
suggestive of a very rich data which makes the results of the analysis more reliable and
all encompassing.

The Questionnaire:
The questionnaire consisted of 105 items. These were classified under 18 constructs
such that these constructs represented the factors that were believed to be affecting
the mobile internet usage patterns. The questionnaire has been developed based on
the existing research evidence which forms the basis for determining the factors that
the constructs of this questionnaire represent.

Steps for analysis

Total number of items included in our survey were 105 which were divided into 10
constructs namely Usefulness (US), Ease of usage (EU), Social Norms (SN), User
capability (CAP), Trust(TR), Value for money (VM), Perceived compulsion of usage
(PCU),Technology Preference(TP), Continuation Intention (CI), Experience of Usage
(EXPU) (Refer Exhibit 1). Out of these identified constructs CI & EXPU were dependent
variables and rest were identified as independent variables. Hypothesis were developed
on these independent & independent variables.
We started our analysis at the variables level in the following manner:
1. Assessed the skewness & kurtosis for each variable to check the normality &
spread of the variables.
Analysis: All the variables lied in the range of -12 to +12 which ensured the
normality of our results.
2. Looked for negatively worded items for the construct in the analysis which
implied the negative meaning to the attribute of the interest.

Analysis: Total of 9 items were identified as reverse coded corresponding to

different constructs:

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Construct

Items

Social Norms

My colleagues/friends do not require me to use an

MI.
People who do not use mobile internet are not in
touch with todays reality.
People who do not use mobile internet are not in
tune with todays reality.
Using technological products is a waste of money
In my job/profession/study, I would be lost if I
didnt use technology
For me, mobile internet does not matter
In general, I am hesitant to try out new information
technologies.
Using mobile internet bores me.
If I could, I would like to discontinue my use of
mobile internet.

Value for money

Usefulness

Technology Preference
Experience of usage
Continuation Intention

Naming
convention
SN_12R
SN_13R
SN_14R
VM_4
US_13
US_16
TP_15
EXPU_4R
CI_4R

Factor analysis
After checking the Skewness, Kurtosis and Reverse coding of the items, exploratory
factor analysis was performed on all the items (categorised at construct level)
3. All the construct items were subjected to Exploratory factor analysis to
identify factor loadings, if any, for all the constructs separately
Analysis: Certain checks were conducted based on which the 10 constructs were
split into 18 constructs namely - Continuation Intention, Accessibility,
Compatibility, Comparative ease of usage, Experience, Expectation, User
capability, Perceived compulsion of usage, Social norms, Technological
preference, Latest technology, Personal contact vs electronic, Trust, Consistency,
Productivity, Frequency, Usefulness and Value for money (Refer Exhibit 2).
Following are the checks performed under exploratory factor analysis
a. KMO (Kaiser-Meyer-Olkin) and Bartletts test were performed which
provided information about the stability of factor solution for given number of
respondents. The KMO value for all the constructs was checked to be greater
than 0.5
b. Communality for all the items were checked to be greater than 0.3
c. Varimax rotated component solution was performed. Factor loadings
indicated the strength of relation between an item and the component loaded
and these value were checked to be greater than 0.4. All the cross-loadings,
solo loadings, mis-leadings and mixed-loadings were removed. Only the items
with clear loadings (greater than 0.4) under a single component were
identified.
The items under each construct were re-iterated, in case applicable, to satisfy
all the conditions mentioned above in step a) to c) (Refer to Exhibit 3 for all
the results of step a) to c).

Reliability & Final constructs

4. Reliability test was performed to assess the consistencies of responses.
Following conditions were checked to ensure the final reliable items:
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a) Reliability co-efficient for each construct was checked to be in the range of 0

& 1. Cronbach alpha value was checked to be greater than the cut-off value
of 0.7 which is the most common measure of scale of reliability.
b) The values in the column labelled Corrected item total correlation
(CITC) was checked to be greater than 0.4 which indicated the correlations
between each item. In a reliable scale all items should correlate with the total
In case of cronbach alpha values < 0.7 and CITC values < 0.4, re-iterations
were performed for reliability after removing those items and steps a) to b),
were performed again to ensure the above mentioned conditions. (Refer to
Exhibit 4 for all the results of reliability tests)
5. Final constructs were prepared by summating the scores of individual variables
excluding the non-reliable items to make the final total of each constructs.
Out of 18 constructs, we considered only those constructs which included more
than three variables in their summation scores (8 in total namely - Continuation
Intention, Experience
User capability, Perceived compulsion of usage, Social norms, Technological
preference, Trust, Usefulness) to enhance the efficiency developing the
hypothesis between the independent and dependent variables (Refer to Exhibit 5
for the final constructs considered and identification of dependent and
independent variables)

Hypothesis & Regression Analysis

Based on the above considered constructs, hypothesis was developed (as mentioned
above in the report) and each hypothesis was tested through regression analysis.
6. Regression analysis was performed on each hypothesis to build and test the
model of interest by checking the overall degree of impact of independent
variables on dependent variables and following conditions were checked:
a) Significance value in the ANOVA table is checked to be lesser than 0.05
which ensures the significance of the hypothesis
b) R value in the Model summary table gives the degree of overlap
c) R2 value in the Model summary table gives the overall impact of all the
dependent variables on the independent variables
d) Adjusted R2 value in the Model summary table gives the min R 2 value after
adjusting the number of samples (148) and number of variables (48) in the
model
e) Significance value of each independent variable was checked to be lesser
than 0.05 which ensures the significance of individual independent variables
on dependent variables in a given hypothesis
f) Unstandardized coefficients (B value) gives the individual impact of each
independent variable on the dependent variable, Standardised co-efficient
gives the relative impact of each independent variable on the dependent
variable

Discussion
Following table summarises the results of the regression analysis of all the four
hypothesis tested individually (including the regression equation formulated
based on the results):

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S.No
1

Sig.
Hypothe Valu
sis
e
R

of Usage impact Continuous Usage

0.032
0.334
0.376
3.074

0.046
0.564
0.387

Social Norms impact Continuous Usage Intention (SNCI)

SN
0.108
0.211
0.21 0.04 0.03
0.01
1
5
8
Constant
17.458

0.384
0.00
0.00
0.00

Hypothesis
true with
0.718 degree
of impact

0.01

Hypothesis
true with
0.045 degree
of impact

0.00

CI = 17.458 + 0.108*SN
Technological Preference and User Capability impact Usage Experience (TP, CAP -->
EXPU)
TP
0.162
0.277
0.00
Hypothesis
0.58
0.33
true with 0.34
CAP
0.492
0.494
0.00
0.00
0.34
3
1
degree of
Constant
2.953
0.122
impact

Equati
on

Significance

CI = 3.074 + 0.032*TR + 0.334*US + 0.376*PCU

Equati
on

Adj
R2

Trust, Usefulness and Perceived Compulsion

Intention (TR,US, PCUCI)
TR
US
0.84 0.71 0.71
0.00
PCU
7
8
2
Constant

Equati
on

Relati
Ind.
ve
Impa impac
ct
t

EXPU = 2.953 + 0.162*TP + 0.492*CAP

Usefulness impacts Usage Experience (USEXPU)
US
0.378
0.59 0.34 0.34
0.00
1
9
4
Constant
7.424

Equati
on

0.591

0.00
0.00

Hypothesis
true with
0.349 degree
of impact

EXPU = 7.424 + 0.378*US

Based on the above results final model along with the significant values of independent
variables is depicted below:

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Likely implications & Limitations

The questionnaire developed taps the frequency with which individuals use mobile
devices to access Internet. It also taps various other aspects to mobile Internet usage
like the usefulness in terms of both features, applicability to real life situations, value
for money, security and the quality of Internet services (refer Exhibit 2).
One benefit of this approach is that it measures respondents self-reported experiences
with mobile Internet (rather than relying on observers perceptions of mobile internet).
Further- more, the instrument is easy to administer and is independent of the age group
filling in the questionnaire. The implications of this study can be drawn from the data
analysis, which proves that the four hypotheses designed to show impact of
independent factors like usefulness, trust, user capability, technology preference on
dependent factors like usage intention and overall experience are true with varying
levels of degree of impact. However, there are some notable concerns with this scale.

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First of all, the numbers of users who use smart phone has increased considerably from
a meagre 35% in May 2011[1] to 56% in May 2013[1] but there is still a huge pie of
population, which uses either telephones or some other mobile phone devices, which
cannot be used to access Internet. Hence, the survey conducted on the respondents
not using mobile internet due to the technology device required will respond based on
their intuitions and not on their actual experience.
Secondly, there still exists a stereotype regarding conducting m-commerce. Users of
mobile Internet are still concerned about the security issues when it comes to making
payments using mobile Internet. Although, during online transactions many layers of
security have been introduced by banking companies, there is a lack of awareness
among users regarding the same. A high percentage of users still prefer using a
personal computer/laptop to do online transactions. Personal contact is preferred over
mobile. The results of the research are very subjective and dependent on the profile of
respondents (how technologically aware they are and their technology preferences).
Thirdly, Mobile Internet usage patterns and experience are dependent on the work it is
being used for. For example, a person might spend most of time accessing social
networking sites like Facebook, Twitter, etc. and there might be another person who
uses it only for accessing office or other important mails. Our research does not take
into account the application of mobile Internet and its relation with the intention to use
it continuously or its relation to the usage experience.
Mobile Internet usage patterns are also dependent on the location of the respondent,
the mobile network that he/she uses and the quality of mobile network in that area. If
the location of the respondent is such that the mobile network that he/she gets on his
mobile phone is bad, he/she might have a disappointing mobile Internet experience and
might not want to continue with using mobile Internet. Our research currently ignores
the same.

Scope for future use

The scope of this study is limited to study the impact of independent factors like
usefulness, trust, user capability, technology preference on dependent factors like
usage intention and overall experience.
Based on the reliability analysis, we got 18 reliable constructs (with number of items
ranging from two to ten). We filtered the number of constructs based on the number of
items from eighteen to eight and have presented our analysis based on the same.
Research can be further extended by including the filtered constructs and come up with
more number of hypotheses can extend the research further.
Also, the study ignores the location and mobile network the respondent uses. A new set
of questions can be added to the existing questionnaire to capture this and hypotheses
can be developed to test the impact of mobile network (Airtel, Vodafone, etc.) and
location on usage intention and usage experience. Also, the kind of work which users
use mobile Internet for can be linked to their intention of continuing with mobile
Internet or not.

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Conclusion
The main agenda of this research was to see the study the impact of independent
factors like usefulness, trust, user capability and technology preference on dependent
factors like usage intention and overall experience.
Results showed a positive impact of usefulness; trust, technology preference perceived
compulsion of usage, social norms of usage on users intention to continue usage of
mobile Internet. Thus it means that for mobile Internet to thrive the trust levels among
users, social norms making using mobile Internet a more common trend, usefulness (by
adding more features) should be increased to ensure that the users continue to use
mobile phones as a platform to access Internet.
Also, it was found that user capability w.r.t using mobile Internet, usefulness and
technology preference of mobile users have a positive impact on the overall usage
experience. Hence, it can be concluded that a user who is very technology savvy, has
the know-how of using mobile devices and who finds usefulness of Internet in day-today activities would have a good experience while accessing mobile Internet.

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References
1. Balasubramanian, S., Peterson, R. A., Jrvenp, S. L. (2002). Exploring the
Implications of m-Commerce for Markets and Marketing. Journal of the
Academy of Marketing Science, 30(4), 348 361
2. Davidson, J., Walsh, A. and Brown D. (2000). Mobile Commerce Market
Strategies. Research Report
3. Vatanparast, R,. Qadim, H,. A Cross-Cultural Study on Mobile Internet
Usage
4. Venkatesh, V., Thong, J. Y . L., X u, X . (2012).Consumer acceptance and
use of information Technology: extending the unified theory of acceptance
and use of technology, MIS Quarterly Vol. 36 No. 1 p. 157-178/March 2012
5. Siau, K., & Shen, Z. (2003). Building customer trust in mobile commerce.
Communications of the ACM, 46(4), 9194.
6. http://en.wikipedia.org/wiki/Trust
7. http://www.digitalbuzzblog.com/infographic-2013-mobile-growth-statistics/

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Qualtrics Login Credentials

Username: social.research.methodss@gmail.com
Password: Password@12

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Exhibits
Exhibit 1: Questionnaire
MOBILE INTERNET USAGE SURVEY
As part of our academic program, we are doing our research on consumer mobile
internet usage behaviour in India. The questionnaire contains two sections. Most part
of the questionnaire contains statements about various aspects of mobile internet
usage behaviour. Completion of this survey will take around 20 minutes of your
valuable time and will help us in understanding the mobile internet usage in India. We
guarantee that the information you provide us will be kept strictly confidential. Your
frank and honest responses to all the questions will be highly appreciated! Thank you
in advance.

SECTION-I
In order to better understand how mobile internet usage pattern is different for
respondents with different demographic variables, we would like you to provide
information on the following:
Gender:
Male/Female
Age:
15-18; 18-20; 21-30; 31-40; 41-50; 50 and above
Education:
Matriculation, HSC/+2, Diploma, Graduate, Postgraduate and above,
Family Monthly Income:
Less than Rs.50000 Rs. 50000- Rs.100000 Rs. 100000-Rs.150000 Rs. 150000 and
above
Occupation:
Student/apprentice, employee, self-employed/business/professional, other
Length of mobile internet use experience:
Less than 3 months; 3-6 months; 6 -12 months; 1-2 years, 2 years and above
Mobile internet subscription motive:
Mainly for private purposes, Mainly for job-related purposes, Both private and jobrelated purposes
Please indicate the frequency of mobile internet usage for the following activities:
[1= never,
2= rarely,
3=sometimes,
4=
frequently]
Mobile E-mail
Ring tone/Logo download
Picture download
Movie/video download
Videoconferencing
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Play games
TV
Coupon/lottery
Stock exchange/banking/investing
Shopping/ticket reservation
Message/chatting
Sports scores/entertainment news variety
Location/travel services
News
Blogging/Facebook/Twitter/LinkedIn
Surfing internet portal sites
Adult entertainment
Academic/job related
Other applications
Monthly expenses for Mobile internet services (in Rs.):
Less than 300; 300-600; 600-1000; 1000-1500 and above 1500
Type of Mobile internet price plan (i.e., type of scheme subscribed):
Solely use-dependent (per minute/data volume)
Flat/Fixed rate
Mobile internet use intensity:
Less than once a week
At least once a week
Several times per week
Daily
Several times per day
Main internet access technology at home:
Broadband/cable TV modem
Narrowband analog/ISDN
Other technology (satellite or MI)
Device Characteristics:
Iphone3/ios; iPhone4/ios; iPhone5/ios; Android phone, Windows OS; Others
Screen size (diagonal in cm)
SECTION II
Please indicate your level of agreement for each of these items (1= Strongly Disagree;
2 = Disagree; 3=Neither Agree Nor Disagree; 4= Agree; 5= Strongly Agree). There is
no right or wrong answer to these items. What all we want is your honest and plain
response.

I find mobile internet useful in my daily life.

Using mobile internet increases my chances of achieving things that are important to
me.
Using mobile internet helps me accomplish things more quickly.
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Using mobile internet increases my productivity.

Learning how to use mobile internet is easy for me.
My interaction with mobile internet is clear and understandable.
I find mobile internet easy to use.
Mobile internet can be connected instantly. .
Mobile internet takes short time to respond.
It is easy to get mobile internet to do what I want it to do.
It is easy for me to become skilful at using mobile internet.
People who are important to me think that I should use mobile internet.
People who influence my behaviour think that I should use mobile internet.
People whose opinions I value prefer that I use mobile internet.
I have the resources necessary to use mobile internet.
I have the knowledge necessary to use mobile internet.
I can get help from others when I have difficulties using mobile internet.
I believe I have the ability to download the file from my mobile phone.
I believe I have the ability to use the mobile internet to communicate information to
others.
I believe I have the ability to use social media such as Facebook, twitter, YouTube etc.
using mobile internet.
Using mobile internet, I feel confident completing an online transaction efficiently.
Using mobile internet, I would be able to complete an online transaction in a short time
if I had some hints.
Using mobile internet is fun.
Using mobile internet is enjoyable.
Using mobile internet is very entertaining.
Using mobile internet bores me.
I can use mobile internet anywhere.
I can use mobile internet anytime.
Mobile internet makes me feel good.
Mobile internet is the one that I feel relaxed about using.
Mobile internet would make me want to use it.
My friends value my use of mobile internet access.
Using mobile internet is fashionable.
Persons who use MI have more prestige than those who do not. .
Having a MI is a status symbol.
Use of Mobile internet would help me to feel acceptable.
Use of mobile internet would improve the way I am perceived.
Use of mobile internet would make a good impression on other people.
Use of mobile internet would give me social approval.
My use of MI is voluntary.
My colleagues/friends do not require me to use an MI.
Mobile internet is reasonably priced.
Mobile internet is a good value for the money.
At the current price, mobile internet provides good value.
Mobile internet has acceptable standard of quality.
Mobile internet would perform consistently.
Mobile internet has consistent quality.
My experience with using mobile internet is better than what I expected.
The service level provided by mobile internet is better than what I expected.
Overall, most of my expectations from using mobile internet were confirmed.
The use of mobile internet has become a habit for me.
I am addicted to using mobile internet.
I must use mobile internet.
Using mobile internet has become natural to me.
21 | P a g e

I use mobile internet frequently.

Overall, I use mobile internet a lot.
I intend to continue using mobile internet in the future.
I will always try to use mobile internet in my daily life.
I plan to continue to use mobile internet frequently.
If I could, I would like to discontinue my use of mobile internet.
I want my mobile device to the latest model.
I prefer to buy more expensive mobile device with various features rather than a
cheaper mobile phone.
I want to be among the first people to try out new mobile services.
I am among the first people to adopt new technologies and devices.
Using mobile internet is a suitable method for me to access internet.
Using mobile internet is compatible with my style and habits.
Mobile internet is compatible with other technologies I use.
I think that using mobile internet would fit well with the way I like to live and work.
People who do not use mobile internet are not in touch with todays reality.
Not using mobile internet services is simply not an option.
People who do not use mobile internet are not in tune with todays reality.
In general, I am among the first in my circle of friends to use new technology.
I am one of those who always search for latest technological products.
I like to show to my friends how I use new technological products.
I like using the latest technological products while others are around.
If I have to choose, I prefer a personal conversation to an electronic alternative.
I prefer personal contact to communicating with technological devices.
It bothers me if I have to use a piece of technology when I could interact with a person
instead.
Using technological products is a waste of money.
Using technology makes my life easier.
Technological products are simply gadgets.
My profession/study requires the use of technology.
In my job/profession/study, I would be lost if I didnt use technology.
My position requires the use of technology.
Mobile internet is very important to me.
For me, mobile internet does not matter.
Mobile internet is an important part of my life.
Using mobile internet is good.
It is beneficial to use mobile internet.
It is wise to use mobile internet.
I am favourable to the idea of using mobile internet.
I believe payments made using mobile internet will be processed securely.
I believe transaction conducted through mobile internet will be secure.
I believe my personal information will be kept confidential while using mobile internet
technology.
Connections to mobile internet are reliable and fast.
I think mobile internet is secure to use.
Mobile internet is secure and my data are protected.
If I heard about a new technology, I would look for ways to experiment with it.
Among my peers, I am usually the first to explore new information technologies.
I like to experiment with new information technologies.
In general, I am hesitant to try out new information technologies.
I will use/expect to use mobile internet if I feel boring.
I will use/expect to use mobile internet if it is not convenient for me to access
computer-based internet.
I will use/expect to use mobile internet if computer-based internet is not available.
22 | P a g e

I will use/expect to use mobile internet if I urgently need to access internet when
outdoors.
How do you feel about your overall experience of mobile internet use?
(7-point semantic differential scale)
Very Dissatisfied/ Very Satisfied
Very Displeased/Very Pleased
Very frustrated/Very Contended
Absolutely Terrible/Absolutely Delighted

THANK YOU FOR YOUR COOPERATION

23 | P a g e

Exhibit 2: Constructs after Factor Analysis and Reliability Analysis

Constru
ct Name Questions

Continuati
on
Intention
Accessibilit
y

Compatibil
ity

comparati
ve ease of
usage

Experience
Expectatio
n

User
Capability
Perceived
Compulsio
n of usage
Social
Norms

24 | P a g e

I intend to continue using mobile internet in the future.

I will always try to use mobile internet in my daily life.
I plan to continue to use mobile internet frequently.
It is wise to use mobile internet.
I am favourable to the idea of using mobile internet.
Mobile internet can be connected instantly. .
I can use mobile internet anywhere.
I can use mobile internet anytime.
Using mobile internet is a suitable method for me to
access internet.
Mobile internet is compatible with other technologies I
use.
Technological products are simply gadgets.
I will use/expect to use mobile internet if it is not
convenient for me to access computer-based internet.
I will use/expect to use mobile internet if computerbased internet is not available.
I will use/expect to use mobile internet if I urgently need
to access internet when outdoors.
Using mobile internet is fun.
Using mobile internet is enjoyable.
Using mobile internet is very entertaining.
Mobile internet makes me feel good.
Mobile internet is the one that I feel relaxed about using.
My experience with using mobile internet is better than
what I expected.
The service level provided by mobile internet is better
than what I expected.
I have the resources necessary to use mobile internet.
I have the knowledge necessary to use mobile internet.
I can get help from others when I have difficulties using
mobile internet.
I believe I have the ability to download the file from my
mobile phone.
I believe I have the ability to use the mobile internet to
communicate information to others.
I believe I have the ability to use social media such as
Facebook, twitter, YouTube etc. using mobile internet.
The use of mobile internet has become a habit for me.
I am addicted to using mobile internet.
I must use mobile internet.
Using mobile internet has become natural to me.
Using mobile internet is fashionable.
Persons who use MI have more prestige than those who
do not. .

Question
Code
CI_1
CI_2
CI_3
CI_4
CI_5
EU_4
EU_7
EU_8
EU_10
EU_11
EU_12
EU_13
EU_14
EU_15
EXPU_!
EXPU_2
EXPU_3
EXPU_5
EXPU_6
EXPU_7
EXPU_8
CAP_1
CAP_2
CAP_3
CAP_4
CAP_5
CAP_6
PCU_1
PCU_2
PCU_3
PCU_4
SN_5
SN_6

Constru
ct Name Questions

Technology
Preference
Latest
Technology

Personal
contact vs
electronic

Trust

Consistenc
y

Productivit
y
Frequency

25 | P a g e

Having a MI is a status symbol.

Use of Mobile internet would help me to feel acceptable.
Use of mobile internet would improve the way I am
perceived.
Use of mobile internet would make a good impression on
other people.
Use of mobile internet would give me social approval.
In general, I am among the first in my circle of friends to
use new technology.
I am one of those who always search for latest
technological products.
I like to show to my friends how I use new technological
products.
I like using the latest technological products while others
are around.
If I heard about a new technology, I would look for ways
to experiment with it.
Among my peers, I am usually the first to explore new
information technologies.
I like to experiment with new information technologies.
I want my mobile device to the latest model.
I prefer to buy more expensive mobile device with
various features rather than a cheaper mobile phone.
If I have to choose, I prefer a personal conversation to
an electronic alternative.
I prefer personal contact to communicating with
technological devices.
It bothers me if I have to use a piece of technology when
I could interact with a person instead.
I believe payments made using mobile internet will be
processed securely.
I believe transaction conducted through mobile internet
will be secure.
I believe my personal information will be kept
confidential while using mobile internet technology.
Connections to mobile internet are reliable and fast.
I think mobile internet is secure to use.
Mobile internet is secure and my data are protected.
Mobile internet would perform consistently.
Mobile internet has consistent quality.
Overall, most of my expectations from using mobile
internet were confirmed.
Using mobile internet increases my chances of achieving
things that are important to me.
Using mobile internet helps me accomplish things more
quickly.
Using mobile internet increases my productivity.
I use mobile internet frequently.

Question
Code
SN_7
SN_8
SN_9
SN_10
SN_11
TP_5
TP_6
TP_7
TP_8
TP_12
TP_13
TP_14
TP_1
TP_2
TP_9
TP_10
TP_11
TR_7
TR_8
TR_9
TR_10
TR_11
TR_12
TR_4
TR_5
TR_6
US_2
US_3
US_4
US_7

Constru
ct Name Questions

Usefulness

Value for
money

26 | P a g e

Overall, I use mobile internet a lot.

Using technology makes my life easier.
My profession/study requires the use of technology.
In my job/profession/study, I would be lost if I didnt use
technology.
My position requires the use of technology.
Mobile internet is very important to me.
Mobile internet is an important part of my life.
Using mobile internet is good.
It is beneficial to use mobile internet.
Mobile internet is reasonably priced.
Mobile internet is a good value for the money.
At the current price, mobile internet provides good
value.

Question
Code
US_8
US_11
US_12
US_13
US_14
US_15
US_17
US_18
US_19
VM_1
VM_2
VM_3

Exhibit 3: Results of Factor Analysis

Nam
e
CI

EU

EXPU
CAP
PCU

SN

Descriptio
n
Continuati
on
Intention

Ease of
usage
Experienc
e of usage
User
capability
Perceived
compulsio
n of usage
Social
norms

Rever
se
coded

Communa
lity < 0.3

Cross
Loadin
gs

Cross
Loadin
gs 2

Solo
Loadin
g

Items
after
EFA

4R

4R

1,2,3,5
,6

3,5

4R

4R

7,8
1,2,3,4
,5,6

15R,
1,2,3,4
,13R,
14

1,2,3,4

12R

5,6,7,8
,9,10,1
1

15R

5,6,7,8
,12,13,
14

12R,1
3R,
15R

15R

TP

TR

US
VM

Technolog
y
preferenc
e

Trust

Usefulnes
s
Value for
money

27 | P a g e

3,4

4,7,8
10,11,
12
13,14,
15
1,2,3,5
,6

1,2

10

3R,16
R
-

5
-

1,9,10
-

15
-

2,3,4
7,8
11,12,
13,14,
15,17,
18,19

4R

4R

1,2,3

9,10,1
1
3,7,8,9
,10,11,
12
4,5,6

Final
Construct
Names
Continuati
on
Intention
Accessibili
ty
Compatibi
lity
Comparati
ve ease of
usage
Experienc
e
Expectatio
n
User
capability
Perceived
compulsio
n of usage
Social
norms
Technologi
cal
preferenc
e
Latest
technolog
y
Personal
contact vs
electronic
Trust
Consisten
cy
Productivi
ty
Frequency
Usefulnes
s
Value for
money

KMO
0.81
3

0.75
6

0.77
2
0.87
7
0.81
1

0.88

0.86
1

0.84
9

0.86
9
0.71
8

28 | P a g e

Exhibit 4: Results of Reliability Analysis

Name
CI

EU
EXPU
CAP

PCU
SN

TP
TR

US
VM

Descriptio Cronbachs
n
alpha
Continuat
ion
Intention
0.879
0.779
0.85
Ease of
usage
0.845
Experienc
0.894
e of
usage
0.899
User
capability
0.905
Perceived
compulsi
on of
usage
0.857
Social
norms
0.934
0.93
Technolog
0.795
y
preferenc
e
0.716
0.936
Trust
0.879
0.806
0.817
Usefulnes
s
0.93
Value for
money
0.918

29 | P a g e

CITC <
0.4

Reliable Variables

Names

1,2,3,5,6
4,7,8
10,11,12

13,14,15
1,2,3,5,6

Continuation Intention
Accessibility
Compatibility
Comparative ease of
usage
Experience

7,8

Expectation

1,2,3,4,5,6

User capability

1,2,3,4

Perceived compulsion of
usage

5,6,7,8,9,10,11
5,6,7,8,12,13,14
1,2

9,10,11
3 7,8,9,10,11,12
4,5,6
2,3,4
7,8
11,12,13,14,15,1
7,18,19
1,2,3

Social norms
Technological preference
Latest technology
Personal contact vs
electronic
Trust
Consistency
Productivity
Frequency
Usefulness
Value for money

Exhibit 5: Final Constructs used and Classification (Dependent or Independent

Construct)
Names
Continuation Intention
Experience of usage
User capability
Perceived compulsion of
usage
Social norms
Technological preference
Trust
Usefulness

30 | P a g e

Dependent/Indepen
dent
Dependent
Dependent
Independent
Independent
Independent
Independent
Independent
Independent