Abstract:
Mobile technology has rapidly increased and hence the necessity of identifying strategic prospects in the telecommunication industry has emerged as never before. This study investigates the adoption of consumer technology in two mobile data services with utilitarian and hedonic value propositions in Sri Lanka. Ito explains consumer behaviour in the mobile data services. It identified the key determinants of technology adoption in mobile data services in Sri Lanka. The suggested model may be useful for vendors in the telecommunication industry to identify consumer-related variables that affect the adoption and diffusion of their products. The findings may assist policy-makers in designing and enhancing telecommunication policy by addressing and incorporating consumer behaviour.