Understanding Consumers ’ Behaviour when Using a Mobile Phone as a Converged Device Abstract

This research develops an empirical model to explore the factors that influence consumers ’ behaviour while using a mobile phone as a converged device, i.e., using different functions and services on a mobile phone for multiple purposes. Convergence in this domain is particularly regarded as a social phenomenon that has now existed for over two decades. However, empirical research is lacking in terms of individual’s perception and behaviour toward using a converged device. This research is the first to provide an exploratory study of individual uses of a mobile phone for personal information management (PIM), e-mail, entertainment, and commercial transaction. It also draws from the Technology Acceptance Model (TAM) and identifies some of the antecedent factors that influence the above behaviours and behavioural intentions. Fifty mobile phone users were interviewed and provided their thoughts and experiences of using a mobile phone other than voice communication. The interview data was transcribed and analysed to develop an empirical model. The finding shows that although the TAM has been effective in explaining behaviours in the context of single-functional technologies, it needs further enrichment when applying it to multi-function (converged) technologies. Therefore, the result provides a significant step towards a better understanding of consumer behaviour and creates a better strategy for the market of technology convergence in the future