Understanding consumers' adoption of mobile data applications (MDA) : implications for maketing theory and segmentation strategies.
Han, Hilda Mei Ian.
Date of Issue2005
College of Business (Nanyang Business School)
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 intentions.
Nanyang Technological University