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A Social Cognitive Perspective on Mobile Communication Technology Use and Adoption

University of Twente, The Netherlands, o.peters{at}utwente.nl

This study examined the triadic relationship between expected outcomes, habit strength, and mobile communication technology use and adoption within the model of media attendance (LaRose & Eastin, 2004). Mobile phone users (N = 644) were divided into two groups using a stratified random sampling method. Respondents from Group 1 (n = 334) were surveyed for mobile phone use and respondents from Group 2 (n = 310) were surveyed for the intention to adopt mobile video telephony. On the basis of structural equation analysis for the model of media attendance, the results of this study support the assumptions that (a) mobile phone use is more likely to be explained by habit strength and (b) the intention to adopt mobile video telephony is more likely to be predicted by outcome expectations.

Key Words: model of media attendance • mobile communication technology • social cognitive theory • media adoption • media use • habit strength • expected outcomes

This version was published on February 1, 2009

Social Science Computer Review, Vol. 27, No. 1, 76-95 (2009)
DOI: 10.1177/0894439308322594


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