Understanding the willingness to participate in mobile surveys: exploring the role of utilitarian, affective, hedonic, social, self-expressive, and trust-related factors

Mobile technology offers a promising means to collect survey data, though the factors that influence people’s willingness to participate in mobile surveys and their actual participation remain unknown. To identify these factors, this study considers six conceptually distinct influences that may relate to the propensity to participate in mobile surveys. Some of them affect technology acceptance and usage of (mobile) technology in general; another set comes from studies of participation in computer-assisted surveys. The proposed unified framework encompasses utilitarian, affective, hedonic, social, self-expressive, and trust-related factors. An empirical study suggests that this framework explains the intention to participate and actual participation well, though of the six factors, hedonic, affective, self-expressive, and trust-related ones are most influential. Utilitarian aspects and beliefs about perceived social pressure to participate do not play significant roles. The authors discuss the practical implications of these results and outline some further research avenues. (author's abstract