LIFESTYLE ON INTENTION THROUGH THE MEDIATION OF PERCEIVED USEFULNESS AND PERCEIVED EASE OF USE
Abstract: This study
aims to identify
relevant lifestyle factors
that affect consumer
adoption of mobile phone (BlackBerry). Furthermore, this
study attempts to examine the impact of
lifestyle factors on perception and
adoption of BlackBerry consumers. Using the technology acceptance model as a theoretical
framework, the conceptual
model depicts the
relationships among lifestyles, perceptions, and intention.
Two-step structural equation modeling was used to test the proposed hypotheses. Results
of this study
show that consumer
lifestyle factors (fashion
consciousness, Internet
involvement, and e-shopping
preference) are direct
and indirect antecedents
of consumers’ intention to adopt BlackBerry phone. Findings of this study provide marketers with insights
into how knowledge
about lifestyle factors
can be integrated
into marketing and advertising strategies.
Author: Juniati, Indarini
Journal Code: jpmanajemengg130081
