Mobile Communications: A Study of Factors Influencing Consumer Use of m-Services

This article examines the new medium of mobile communications and the factors influencing consumers’ use of m-services in that medium.

Mobile Communications: A Study of Factors Influencing Consumer Use of m-Services

Gillian Sullivan MortGriffith UniversityJudy DrennanQueensland University

New mobile digital communication technologies present opportunities for advertisers to capitalize on the evolving relationships of consumers with their mobile devices and their desire to access enhanced information services while mobile (m-services). Consumers already use mobile devices (cell phones, personal mobile digital assistants) for traditional phone calls and message handling (e.g., Kalakota and Robinson, 2002; Sullivan Mort and Drennan, 2002). The combination of rapidly developing mobile digital technology and high uptake rates of mobile devices presents...

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