Factors influencing paradoxes of technology adoption and consumption

With the rise of the internet and mobile telephony, many agree that Mobile-Business is the logical next step in the Electronic-Business revolution. Investigation of mobile electronic marketing is essential to ensure both consumers and organisations gain true value from the adoption and consumption of M-Business into their personal and working lives. Marketing to date has primarily focused on understanding the diffusion of M/E-Business technologies, adopter categories and adoption rates, whereas research in Information Systems (IS) often focuses on quantitatively predicting its adoption and usage by individuals and organisations. Few theories focus on investigating how a user’s perception, expectation and experience of the technology change post adoption. This paper brings together research interests from a range of disciplines from marketing and consumer behaviour to IS to sociology. Using MBusiness as a technology medium, it investigates a unique aspect of electronic marketing: Understanding how an individual’s cultural, educational, social, economic, political and technological characteristics can influence how they adopt, consume and experience technology’s vast array of psychological and behavioural experiences.