Towards a deeper understanding of mobile technology usage behavior

: an attachment perspective

Abstract

Mobile technologies such as smartphones and tablets have become indispensable parts of our life. They are deeply embedded in modern life due to their ubiquity, functional sophistication and highly personal nature. Their usage has therefore entered a relatively mature stage in which acceptance or adoption are no longer concerning issues. Motivated by these factors, the current dissertation aims to unveil the complex behavioral dynamics behind contemporary mobile technology usage by focusing on how users actually interact with their mobile technologies. While most previous studies adopt simple and universal conceptualization of the usage construct without theoretical justification, the current dissertation realizes the limitation of such lean conceptualization and endeavors to better conceptualize the usage construct in the mobile context so as to capture the emerging behavioral dynamics. Two kinds of usage behavior specific to the mobile context are proposed, i.e., functional usage and symbolic usage. In explaining these two types of usage, this dissertation goes beyond traditional IS theories which are mainly rational and instrumental-oriented; instead, the attachment theory, a relationship-based theory is drawn upon to understand the formation of attachment between users and mobile technologies, and how such attachment influences mobile technology usage behavior. Additionally, this dissertation also tries to define the boundary condition of attachment formation process by studying the contingent role of individual characteristics. Anchoring on the attachment theory, the dissertation identifies two dimensions of mobile attachment, i.e., mobile functional dependence and mobile identity. Five antecedents of mobile attachment are also identified, i.e., perceived functional flexibility, perceived mobility, perceived design aesthetics, self-expressive symbolism and categorical symbolism. In understanding the boundary conditions of attachment formation process, the self-concordance model is integrated with the attachment theory to understand the moderating role of two user characteristics, i.e., personal innovativeness in IT and individual materialism. The research model was empirically tested using the survey approach. A total of 271 valid responses were collected. The results confirmed the two dimensions of mobile attachment (i.e., mobile functional dependence and mobile identity) as two important antecedents of mobile technology usage behavior. The two enabling factors, perceived functional flexibility and perceived mobility were confirmed as important antecedents of mobile functional dependence. Design aesthetics influences both functional dependence and mobile identity through two mechanisms, i.e., semantic interpretation and symbolic association. The two enriching factors, self-expressive symbolism and categorical symbolism were also confirmed as antecedents of mobile identity. Finally, the two moderators, personal innovativeness in IT (PIIT) and individual materialism were confirmed to intervene with the attachment formation process. Both theoretical and practical implications are discussed.

Date of Award	3 Oct 2014
Original language	English
Awarding Institution	City University of Hong Kong
Supervisor	Kai H. LIM (Supervisor)