Factors affecting acceptance of mobile content services among mature consumers

The aim of this study is to increase our understanding of mature consumers as users of technological services. More specifically, the objective is to find out which factors have an effect on the acceptance of mobile content services in the target group. The services studied are mobile services, including content that is provided by a service provider. Examples of mobile content services are mobile news, mobile banking and downloading ringing tones. In order to arrive at a theoretical model, the previous literature on technology acceptance is explored from a general and a more age group-specific perspective.The literature review is multidisciplinary, concentrating on knowledge generated in marketing and information systems science. The model that is tested in the empirical part is synthesised from the Technology Acceptance Model, TAM (including perceived usefulness, perceived enjoyment, perceived ease of use and behavioural intention) and four individual difference variables (cognitive age, technology anxiety, prior similar experience and subjective norm). In this study mature consumers are represented by Finnish baby boomers (born between 1945 and 1955). The data (620 usable responses) were gathered through a structured postal questionnaire.The main analytical method used is structural equation modelling (SEM). TAM proved to explain mobile content services acceptance among Finnish baby boomers extremely well. In addition, the four individual difference variables were shown to have an effect on one or more of the variables of TAM. On the basis of the results consideration is given to the theoretical contributions, practical implications and limitations of the study, and suggestions for future research are made.