Investigating Factors Affecting Actual Usage Patterns of Mobile Data Services

Mobile Data Services (MDS) encompass all non-voice value-adding services accessible through mobile networks. The adoption and mass acceptance of MDS has been a subject of discourse among academics and practitioners alike, especially when taking into consideration the non-unitary path that MDS adoption patterns have followed in different parts of the world. In view of this observation, our study draws upon the Triandis theory of explaining human behaviour, which is adjusted to fit the particularities of MDS. We offer preliminary evidence for the legitimacy of introducing the Triandis model by analyzing empirical data collected through a largescale survey (N=365), which was conducted in Greece as part of the fifth Worldwide Mobile Data Services Survey. Results corroborate the model’s capacity to discriminate MDS users from non-users and open up research opportunities for further applying it in cross-cultural surveys of MDS adoption.