Consumers’ Intention to Use Mobile Internet Services: A Sri Lankan Study

Abstract

The main intention of this study was to delineate the factors that predict consumers’ intention to use mobile Internet services in Sri Lanka. Careful review of existing literature on area of research was conducted to find factors having impact on consumers’ behavioural intention; Performance Expectancy, Effort Expectancy, Awareness, Hedonic Motivation and Social Influence. These variables were proposed in the Conceptual Framework of this study. Data were collected conveniently by publishing the online questionnaire on Facebook and WhatsApp groups among various Internet users in Sri Lanka. Structural Equation Modelling was employed to test the proposed model and hypotheses using IBM’s AMOS software. The results showed that all the conceptualized factors had statistically significant influence on consumers’ behavioural intention to use mobile Internet services. The result of the study is supposed to make contribution by beaconing the practitioners the vital facets that would appeal the consideration of consumers in Sri Lanka to use mobile Internet services.