A cross market study of mobile data services and devices

This study examines multi-national data from Finland, Korea, the United States, Taiwan and Singapore to identify the factors that determine the purchase intention of mobile data services (MDS) and new mobile devices. A hybrid model incorporating factors from the means-end chain and cost-benefit equilibrium is tested on 3184 data with structural equation modeling. The results suggest that among the five selected countries, the Finns tend to be most knowledgeable and confident about mobile products and services; whereas Koreans and Americans are more practical and cost conscious. The Taiwanese consume mobile services mainly for utilitarian benefits. And Singaporean consumption behavior is significantly restricted by income.