Understanding consumers' adoption of mobile data applications (MDA) : implications for maketing theory and segmentation strategies.
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 inten...
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| Format: | Thesis |
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2008
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| Online Access: | http://hdl.handle.net/10356/7308 |