Adoção da Internet Móvel para Uso Pessoal

Internet access services based on cellular technology have grown significantly over the years. Regarding total number of users, Brazil does not have global stand-out participation yet. However, recent data reveals significant growth in the adoption of those services in Brazil. This study intends to assess the relative influence of the relevant factors that affect the adoption of mobile Internet from a value perspective, according to the Value-based Adoption Model (VAM). This brand new perspective for evaluating decision processes considers users also as consumers, not just technology users. The findings demonstrate that, as a result of an analysis of the five factors taken up by VAM (usefulness, enjoyment, technicality, perceived fee and perceived value), technicality was the only one that did not behave according to the expectations with respect to the evaluation of mobile Internet adoption intention.