From the Web to the Wireless Web: Technology Readiness and Usability

Abstract

The mobile-phone industry cannot rely solely on growth in subscriber demand for voice service. Rather, a potential new source of revenue - mobile data services - is being introduced. Carriers and content providers have made significant investments and advances to enable next generation data or "wireless Web" services and mobile, "m", - commerce. In this paper, we focus on two areas related to the m-commerce experience: the technology readiness (TR) of consumers and wireless Web interface usability. We propose that TR - the propensity of consumers to embrace and use new technologies - may provide explanations of consumer needs and desires as related to usability. We present the results of a study in which we examine this relationship as well as how TR affects web and wireless Web site evaluations. Ultimately, a deeper understanding of the TR-usability relationship may facilitate the efforts of carriers and content providers regarding mobile data marketing and design strategies.