INNOVATIVENESS OF CONSUMERS IN THE ADOPTION OF MOBILE TECHNOLOGY IN THE PHILIPPINES
Global mobile technology use has grown exponentially. A survey of Philippine consumers in particular showed that more than 83% cannot live without their mobile phone. We study factors such as ease of use and personal innovativeness in order to understand the consumer adoption of mobile technologies in the Philippines, in order to build on existing adoption theories for academics and make recommendations to practitioners based on our findings. The research questions that we attempted to address include: (1) what key factors drive adoption of mobile technologies by Filipino consumers? (2) Are Filipino mobile consumers more personally innovative in their use of mobile technologies? We surveyed 725 mobile Filipino consumers, and resulting linear regression models show a significant amount of variance explained for behavioral intention and attitude toward using. In both models personal innovation had statistical impact on both attitude toward using and behavioral intention to use. Innovativeness did load on both attitude and behavioral intention for mobile applications as originally hypothesized, but was strongly loaded for attitude toward using.