The impact of trial on technology adoption: The case of mobile TV

Journal of Research in Interactive Marketing

Volumn 5, Issue , 2011, Pages 226-238

  Soscia, Isabella ^a   Arbore, Alessandro ^b   Hofacker, Charles F ^c  

^a SKEMA BUSINESS SCHOOL   (France)

^b BOCCONI UNIVERSITY   (Italy)

^c FLORIDA STATE UNIVERSITY   (United States)

Author keywords

Consumer behaviour; E service adoption; Gender; Marketing strategy; Mobile technology; Product testing; Technology adoption; Technology trial

Indexed keywords

EID: 84993102002     PISSN: 20407122     EISSN: None     Source Type: Journal    
DOI: 10.1108/17505931111187820     Document Type: Article

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