Moderating Roles of User Demographics in the Context of Mobile Services

This study contributes to the mobile commerce literature by investigating the moderating roles of demographic variables, namely age, income, and gender, in forming perceptions and behavioral outcomes with regards to mobile phone services. To this end, hypotheses and research questions are developed and structural equation modeling techniques are applied to a dataset of 1,253 mobile phone users in the U.S. Using this data, the relationships between antecedents of satisfaction with mobile services, user satisfaction with those services, and its outcomes, are examined in different demographic groups. Based on this comparative analysis, several observations that advance our understanding of user interaction with mobile services are made, and a number of strategic recommendations for mobile service providers are outlined. Overall, it is believed that a convergence of marketing and management information systems theories, combined with a practical yet scientific approach to the investigating of important issues in mobile commerce, may potentially contribute to both theory and practice.