An assessment of the factors that influence the adoption of internet via a mobile phone

Abstract

Mobile internet involves the use of a wireless handheld device such as a mobile phone to access the digitized contents of the internet. The devices remove the space and time limitations from internet access as they can be used anywhere and anytime. Previous studies have shown that access of internet via mobile phone technology is popular in many countries across the earth but the technology is still not widely utilised in some regions. This research identifies and assesses the factors that influence the usage of a mobile phone to access internet. It specifically focuses on the service in the Kenyan context. The research model is based on the basic concepts of the Theory of Planned Behaviour. Data was gathered through a survey conducted in Nairobi. The data was coded in SPSS 16 and Confirmatory Factor Analysis used to analyse the data while Structural Equation Modelling using Analysis of Moment Structures 16 (AMOS 16) software was used to validate the research model. The results indicate that perceived satisfaction or enjoyment, perceived behavioural control, perceived usability, perceived social influence, perceived facilitating condition, mobility, perceived cost or value and subjective norms have a positive and significant effect on usage of a mobile phone to access internet. The result contributes to the body of knowledge by demonstrating that mobility, usability, satisfaction, cost, social influence and facilitating conditions influence the intention towards use of a mobile phone to access internet which in turn affects usage. Though the study has Iimitations, the inferences of the results provide practical recommendations to the mobile internet service industry and directions for further work.