2Drivers and Moderators of Consumer Behaviour in the Multiple Use of Mobile Phone

The emergence of m-commerce and mobile data service (MDS) attract much of the attentions in the field of mbusiness. Salient studies have mainly identified the critical factors that drive consumer intentions to adopt a new mobile technology or a cluster of mobile services. While various technologies and services are embedded into one consumer device, existing models have limitations in explicating how consumers respond to the phenomenon of convergent technologies and services and cannot be used to understand consumer usage or future demand. Therefore, this research aims at not only expanding the research contexts from m-commerce but also encompasses the uses of convergent technologies and services on mobile phones. An empirical model is verified through a survey of 249 general mobile phone users in Australia. Findings indicate that perceived enjoyment rather than perceived usefulness and ease of use has a greater impact on consumers’ decisions to use mobile phones for personal information management, entertainment and e-mail communication. Perceived risk is the major consideration for consumers using mobile phones for commercial transactions. Gender and PC ownership are identified as two important factors that moderate the mobile phone use for the four different purposes. The findings are expected to contribute to the understanding of using convergent technologies and services from a consumer perspective.