M-Service Expectancies and Attitudes: Linkages and Effects of First Impressions

This article explores the relations between expectancies and attitudes towards new mobile services and how perceptions underlying the constructs alter in the immediate period upon trial of the services. First, a simple structural equation model is tested and linkages between performance expectancy, effort expectancy and attitude are verified. Second, to obtain an in-depth understanding of changes pertaining to the respondents´ first impressions of the services vis-à-vis the three latent constructs, a qualitative exploration is also undertaken. Together the results from the quantitative and qualitative investigations suggest that attitudes towards new mobile services are fragile and easily subject to alteration based on first experiences and impressions.