Determinants of Behavioural Intentions in Mobile Internet Services

Determinants of Behavioural Intentions in the Mobile Internet
Services in Malaysian Market

Nazar Hireiz, Hadi Nejatian and Ilham Sentosa

Centre of Postgraduate Studies - Limkokwing University of Creative Technology

Abstract
The rapid growth of the technology in general and Mobile Internet in particular has
significant implications for mobile internet services market. Hence we need to define the
characteristics of the Mobile Internet to understand the concerns of customers and
identifying the factors that promote the use of such techniques. Thus, this work aims to
examine the individual behavioural intention to use mobile internet services in
Malaysian market among Malaysian respondents by identifying the influence of seven
service quality determinants on overall service quality, concluded on connection quality,
content quality, interaction quality, contextual quality, customer service, privacy and
device quality, whereas value and satisfaction are posited as directly influencing
behavioural intentions.

Introduction
Zeithaml et al., (1996) argue that so as to grow the mobile internet market, favourable
consumer behaviour should be attained. Many studies investigate the business
implications of the mobile Internet from the user’s perspective, and although some of
them prove that the instant connectivity and privacy of the mobile Internet may have a
considerable influence on the preference of customers but still we cannot directly apply
their results to other countries and cultures.
The increasing of mobile phone presents a number of key challenges, starting from
issues with device characteristics such as screen-size (e.g., smaller screens and less
convenient input mechanisms) ending to input capabilities. On the other hand many
researches proved that the impact of service quality on costumers’ behavioural
intentions shows strong evidence of their being influenced by service quality.
Past researches on mobile Internet focuses mainly on “what and how” people access.
Understanding the “why” requires investigating the theoretical and empirical
meaningfulness of a composite model of behavioural intentions in a pure mobile internet
services context as well as deeper picture of what drives people to incorporate mobile
Internet access into their daily lives.
According to Chae et al., 2002 Mobile internet, defined as the wireless access to
internet content via mobile devices, promises users, access to tremendous amount of
information and products available on the internet, anywhere and anytime, adding that
the characteristics of the mobile Internet can be understood from three different
perspectives: user, environment, and system. First, from the user’s perspective, mobile
Internet devices are usually more personal and individual than stationary Internet
devices (Kristoffersen et al, 1999). Second, from the environmental perspective, mobile
Copyright © 2011 by Postgraduate Studies - Limkokwing University of Creative Technology - All rights reserved 116

Internet systems usually provide instant connection to the Internet, which enables users
to access the Internet anywhere and anytime ( Lamming et al, 2000). Third, from the
system’s perspective, most mobile Internet systems, especially cellular phones, have a
lower level of available resources compared to those provided by the stationary Internet.
While mobile Internet devices are very portable and handy, they have smaller screens,
less convenient input/output facilities, and lower multimedia processing capabilities than
do desktop computers, for example. (Chae and Kim 2003).
Success in mobile internet is dependent on understanding the concerns of customers
and identifying the factors that promote the use of such technique and also understand
mobile users in more detail will lead to effective mobile internet services and marketing,
especially after 3G and nG revolution which is vividly has a deep effect on the number of
users going online nowadays as well as creating a pleasant atmosphere of competition on
the mass communication market in general and on the mobile commerce market in particular.

Literature Review
The literature review of the dissertation will analyze the essential parts required for the
determinants of the behaviour intention in the mobile internet services market in term of
service quality impact on overall service quality, concluded on connection quality,
content quality, interaction quality and contextual quality, customer service, privacy and
device quality, whereas value and satisfaction are posited as directly influencing
behavioural intentions.
Due to their intangible natures, services are more difficult to evaluate than products,
which typically can be inspected and evaluated for quality before the purchase takes
place. Since services comprise a large portion of economic activities, 50 to 70 percent
in developed nations, researchers are eager to develop a measure suitable for
assessing service quality.
Delivering quality service is considered an essential strategy for success and survival in
today's competitive environment (Dawkins and Reichheld 1990; Parasuraman,
ZeithamI, and Ben7 1985; Reichheld and Sasser 1990; ZeithamI, Parasuraman, and
Berry 1990).
On the extant literature side, Chae et al. (2002) concluded on four factors of information
quality for wireless internet services: connection quality, content quality, interaction
quality and contextual quality. Along these lines, electronic service quality literature
suggests that besides information quality, customer service and privacy influence
service quality (Parasuraman et al., 2005; Wolfinbarger and Gilly, 2003). Content
analysis of Vlachos and Vrechopoulos (2004), qualitative data indicates that consumers
consistently view the handheld devices used so as to access the internet service as an
important antecedent of service quality. Therefore, they posit device quality as an
antecedent of service quality too.
According to Vlachos and Vrechopoulos (2004), Connection quality deals with
consumers having access to stable mobile services without interruption of connection
and to speedy system responses to users’ requests (clicks).


From the environmental perspective, mobile Internet systems usually provide instant
connection to the Internet, which enables users to access the Internet anywhere and
anytime. (Lamming, M. et al., 2000). Wireless Local Area Networking (WLAN) and
cellular telecommunication are the main connectors’ types that enabled the mobile Web.
WLAN afforded a fast connection but limited mobility, typically in an indoor environment
within a restricted area while cellular networks enabled high mobility level, but
supported rather low connection speed; also it generated cost for each piece of data
traffic while WLAN connection did not. (Cui and Roto, 2008). With faster and cheaper
WLAN connections available, the panelists engaged themselves in the activities that
generated large traffic, for example, web podcasting; while with cellular connection,
users avoided downloading heavy Web pages because WLAN enabled longer and
heavier web sessions than the existing cellular connections. (Cui and Roto, 2008).
Mobile broadband provide Wi-Fi as a preferred WLAN technology for connectivity to the
Internet by creating so-called HotSpots in public places.
To sum that we can say connection quality is achieved when all customers can access
the mobile service without confidently and without any kind off interruption of
connection. In other words, mobile Internet services must decrease connection errors
that may interrupt customers from accessing the target site. Therefore, the connection
quality is down shorthand into perceived stability and responsiveness of mobile Internet
services.
According to Vlachos and Vrechopoulos (2004), Interaction quality mainly deals with
the provision of easy and efficient mobile Services.“I am using many mobile applications
and I want them to interoperate seamlessly for example, Email, browser, feed reader,
and text messaging.” (Helsinki). Barnes and Vidgen (2002) revealed that Interaction
quality is made up of trust and empathy. The usability and service interaction constructs
each miss one quality. The quality of the service interaction experienced by users as
they delve deeper into the services, embodied by trust and empathy.; for example,
issues such as transaction and information security, product delivery, personalization
and communication.
Use of new technology to ameliorate the mobile internet services will increase the
perception of trust by customers. Take iPod touch as an example and its long way
ahead of its competitors. It’s obviously that new inventions appear to be a key aspect of
competition in mobile internet in the future.
Many businesses nowadays provide good customer services, on-time delivery and
excellent recovery effort to attract customers back. Customer service refers to service
provision that is responsive and helpful (Parasuraman et al., 2005). Vlachos and
Vrechopoulos (2004) found that customer service do not seem to influence service
quality perceptions. Also they found the non-significant relationship between customer
service perceptions and service quality might also be an artifact of the employed
methodology, since the service used was not a commercial one indicating that
consumers couldn’t clearly infer and report customer service evaluations.
Device quality is conceptualized as the perceptions that users form regarding the look
and feel of the device, they posits device quality as an antecedent of service quality
(Vlachos and Vrechopoulos 2004). For example, the main idea of promotions and

advertisements is to give the young user a mobile service with much features such as
music downloads, faster, the ability to send internet messages, and internet friendly
devices would be much better to interest the youth psyche.
Contextual quality refers to the ubiquitous nature of mobile services and
personalization issues. The importance of contextual quality implies that consumers’
main motivation for using mobile internet services is their “anywhere” and “anytime”
accessibility features. (Vlachos and Vrechopoulos 2004).
According to Chae and Kim (2001) contextual quality highlights the important
characteristics of the mobile Internet; namely, timeliness, by which customers can gain
unrestricted access to information regardless of time and place, and promptness, so
that the process of accessing the information is straightforward. In other words
contextual quality provides contents at the right time in the right place for the right
people.
Content quality refers to the inherent value and usefulness of the information provided
by mobile services (Chae et al., 2002, p. 39). Customers prefer more individually
customized content on the mobile Internet because its personalization level is higher
than that of the stationary Internet. In other words, the content should be backed up
with objective and credible arguments to the users, and at the same time should provide
enough information to be useful to the users task. (Minhee and Jinwoo 2003).
The only way of creating hitting mobile content to be useful is by thoroughly
understanding mobile content quality and how it can be created. Understand that the
underlying aspects of, performance, cost, security usefulness, and communication
values are directing the general features of value-adding such as personalisation,
timeliness, localisation, and performance. Mobile content is information products or
services, and it consists of sound, pictures, text, and video,. Some time is any
combination of these.
According to Milne and Rohm (2000) Privacy exists when customers can restrict the
use of personal information. Privacy deals with a sense of feeling safe when using the
service and influence service quality (Parasuraman et al., 2005; Wolfinbarger and Gilly,
2003 ). Zeithaml et al. (2000) conceptualized e-service quality with 11 dimensions, i.e.
reliability, responsiveness, assurance/trust and security/privacy, access, flexibility, ease
of navigation, efficiency, and price knowledge. Privacy relates to the concern about the
potential misuse of personal information by marketers (Milne and Rohm, 2000).
H1a-H1g Connection quality, content quality, interaction quality, contextual quality,
customer service, privacy and device quality positivity influence consumers’ perceptions
of service quality.
Delivering superior value to customers is considered one of the most popular concepts
among business managers and academia (Ulaga and Chacour, 2001). According to
Snoj Boris et al., (2004) many authors suggested that the superior value should be
considered as the most fundamental challenge for marketing strategies of
organizations. Academic research has built on defining the value construct as well as on
linking it to other constructs such as loyalty, satisfaction and repurchase behavior, In
other words, value has been seen as the trade-off between benefit and sacrifice in an

offering (Kristina Heinonen 2004). One of the more traditional perspectives (Monroe,
1990), perceived value has been defined as “the consumer’s overall assessment of the
utility of a product based on perceptions on what is received and what is given”
(Zeithaml, 1988, p. 14).
According to social exchange theory, the value received from an exchange relationship
determines a person’s attitude and behavior toward that relationship (Lawler, 2001;
Thibaut and Kelley, 1959). Value refers to the perceived ratio of benefits to costs.
Whereas conventional neoclassical theory restricts the definition of benefits and costs to
tangible elements, social exchange theory broadens the definition to incorporate
intangible elements as well. Thus, in the context of services quality, the psychological
costs and benefits associated with acquiring and consuming a service, though not
significant in the neoclassical definition of value, play important roles (Scott C. et al.,
2009).
H2 Service quality positively influences value.
Satisfaction should be an indication of how people admire their experience at using
Mobile Internet, and it is probably the best way to keep them loyal to services. is mainly
conceptualized as an affective construct. Wolfinbarger and Gilly (2003) found a
significant positive relationship between overall service quality evaluations and
satisfaction in the context of fixed web retailing context.
Montoya-Weiss et al. (2003), in their effort to model the determinants of online channel
preference for a multi-channel service provider, found empirical evidence for the
relationship between service quality and overall satisfaction. Furthermore, value is
acknowledged in the literature as a cognitive concept, implying that it can be postulated
as an antecedent of satisfaction (Choi et al., 2004)
H3-H4 Service quality and value positively influence satisfaction.
Many studies have investigated the relationship between service quality, satisfaction
and value and consequence measures such as behavioural intentions (e.g., Choi et
al., 2004). Which of the three service evaluation constructs, act as a mediator between
the remaining ones and behavioural intentions seems to be depended on the objective
of the study; namely whether the goal is to investigate service quality, satisfaction or
value.
Boulding et al., (1993) in one of two studies they conducted, find a positive correlation
between service quality and a 2-item measure of repurchase intentions and willingness
to recommend. In a second study involving university students, they find strong links
between service quality and behavioral intentions that are of strategic importance to the
school, including saying positive things about the school, planning to contribute money
to the class pledge on graduation, and planning to recommend the school to employers
as a place from which to recruit.
The overall findings by Valarie A. ZeithamI et al., (1996) offer strong empirical support
for the intuitive notion that improving service quality can increase favourable
behavioural intentions and decrease unfavourable intentions. The findings demonstrate
the importance of strategies that can steer behavioural intentions in the right directions,


including striving to meet customers' desired service levels (rather than merely
desired-service
performing at their adequate
adequate-service levels), emphasizing the prevention of service
,
problems, and effectively resolving problems that do occur. In essence, behavioural
intentions become dependent variables with potentially higher validity (because they are
more closely related to actual behaviours) and richer diagnostic value than the "overall
service quality" or "customer satisfaction" variables currently being used in most
measurement programs. (Valarie A. ZeithamI et al., 1996).
H5-H7 Service quality, value and satisfaction have a direct positive influence on
behavioral intentions.

Methodology
Figure 1: Framework

Reference: Vlachos and Vrechopoulos, “Determinants of behavioural intentions in the mobile internet
services market” Journal of Services Marketing 22/4 (2008) 280 291q

The Research Procedure According to Jill and Hussey (2003) the procedures,
resources and methods in which data is collected to complete the research is known as
research methodology and it includes the techniques of data collection for investigation
includes
of research problems.
The initial stage was is to conduct a pilot study of the questionnaire to check the validity
but in the case of this questionnaire it was previously tested by research experts, and
based on the same questions the survey was repeated in Kuala Lumpur, Malaysia and
the 96 target respondents were identified by asking a question whether they had prior
mobile internet experience and then they were given the questionnaire. Also to measure
t
the reliability of the research a statistical value for the Cronbach Alpha of 0.70 was
Cronbach’s
considered which was recommended as by Nunnally (1978) for any basic research.

In conjunction of supporting green campaign in my research paper, I have decided to use paper
LESS, instate of using four papers.

Data Analysis and Results
After collecting the data which is the surveys that were filled by respondents -mostly in
Maxis Centre (KLSS) and DiGi Centre (Berjaya Times Square)- among the people who
have a good level of experiences in Mobile Internet in the area of Selangor and Kuala
Lumpur, The data analysis of the gathered information would be done using the software SPSS
version 14. Hierarchical regression is used to evaluate the relationship between a set of
independent variables and the dependent variable, controlling for or taking into account
the impact of a different set of independent variables on the dependent variable.

Table 1: Measures

Construct References
Connection quality Chae et al. (2002)
Interaction quality Chae et al. (2002)
Content quality Chae et al. (2002), qualitative study
Device quality Vlachos and Vrechopoulos 2004
Customer service Wolfinbarger and Gilly (2003)
Privacy Wolfinbarger and Gilly (2003), Milne and Rohm (2000)
Contextual quality Vlachos and Vrechopoulos 2004, Chae et al. (2002)
Service Quality Dabholkar et al. (2000), Montoya-Weiss et al. (2003),
Value Cronin et al. (2000),
Satisfaction Dabholkar et al. (2000), Montoya-Weiss et al. (2003),
Behavioral Intention Zeithaml et al. (1996)

Table 2: Demographic description of the sample

Frequency Frequency

Gender
Male 44.8 % n= 43 Education Qualification
Female 55.2% n= 53

Age High School and below 29.2 % n= 28
(< 20 ) 46.9% n=45 Diploma 39.6 % n= 38
(20 – 30) 33.3% n=32 University Degree 25 % n= 24
(31 - 40) 13.5% n=13 Master degree 4.2 % n= 4
(41 – 50) 6.3% n=6 PHD or other 2.1 % n= 2


Reliability Test: All the variables were measured and analyzed based on the number of
items for each variable. The reliability test showed the high Cronbach’s Alpha for all the
variables as a result of the high reliability and consistency as shown in table 3.
Table 3: Variables Reliability Test

Variable Number of items Cronbach’s Alpha
Interaction Quality 3 0.816
Content Quality 4 0.707
Device Quality 3 0.922
Privacy 3 0.713
Connection Quality 3 0.867
Contextual Quality 3 0.851
Customer Service 2 0.828
Service Quality 2 0.714
Value 4 0.942
Satisfaction 3 0.870

Correlation and Regression
The Pearson correlation coefficient for the relation between Service Quality and
Interaction Quality is 0.318 at 0.00 significant level (r = 0.092). The Pearson correlation
coefficient for the relation between Service Quality and Content Quality is 0.184 at 0.00
significant level (r = 0.023). The Pearson correlation coefficient for the relation between
Service Quality and Device Quality is 0.286 at 0.00 significant level (r = 0.072). The
Pearson correlation coefficient for the relation between Service Quality and Privacy is
0.113 at 0.00 significant level (r = 0.013). The Pearson correlation coefficient for the
relation between Service Quality and Connection Quality is 0.333 at 0.00 significant
level (r = 0.101). The Pearson correlation coefficient for the relation between Service
Quality and Contextual Quality is 0.260 at 0.00 significant level (r = 0.057). The Pearson
correlation coefficient for the relation between Service Quality and Customer Services is
0.682 at 0.00 significant level (r = 0.460). The Pearson correlation coefficient for the
relation between Service Quality and all the seven variables is significant level (r =
0.554). Thus, the result confirmed the following hypotheses:
H1a-H1g Connection quality, content quality, interaction quality, contextual quality,
customer service, privacy and device quality positivity influence consumers’ perceptions
of service quality.
The Pearson correlation coefficient for the relation between Service Quality and Value is
0.167 at 0.00 significant level (r = 0.028). Thus, the result confirmed the following
hypothesis:
H2 Service quality positively influences value.
The Pearson correlation coefficient for the relation between Satisfaction and Service
Quality is 0.066 at 0.00 significant level (r = -0.006). The Pearson correlation coefficient
for the relation between Satisfaction and Value is 0.637 at 0.00 significant level (r = -
0.646). The Pearson correlation coefficient for the relation between Satisfaction and the

two variables (Service Quality and Value) is significant level (r = 0.394) Thus, the result
confirmed the following hypotheses:
H3-H4 Service quality and value positively influence satisfaction.

The Pearson correlation coefficient for the relation between Behavioural Intention and
Service Quality is 0. 226 at 0.00 significant level (r = 0.41). The Pearson correlation
coefficient for the relation between Behavioural Intention and Value is 0.667 at 0.00
significant level (r = 0.439). The Pearson correlation coefficient for the relation between
Behavioural Intention and Satisfaction is 0. 806 at 0.00 significant level (r = 0.646). The
Pearson correlation coefficient for the relation between Behavioural Intention and all the
three variables together (Service Quality, Value and Satisfaction) is significant level
(r = 0.700). Thus, the result confirmed the following hypotheses:
H5-H7 Service quality, value and satisfaction have a direct positive influence on
behavioral intentions.

Conclusion
Many studies proved that customers are the greatest assets that a company can have
in long term, with them you have options, opportunities and potential success, and
without them you are doomed for failure. With the majority of today’s organisations
experiencing a continuous increase in competition, is customer loyalty the sparkle that
these organisations require in order to gain the ultimate edge and excel over their
respective competitors. Without doubt customer loyalty is priceless, but without service
quality, value and customer satisfaction customer loyalty will never exist.
The Mobile internet is very profitable and growing very fast. According to the text-book
people from all over the world started to use mobile internet in a reasonable price. The
revenues for communication companies are increased from month to month. Giving
customers more than they want and providing them unique devices with advanced
features can change their behaviour intention 180 degree which will affect the mobile
internet market positively.
Mobile internet services context is quite different from traditional, people-oriented
service industries and fixed web-based, so mobile internet is superior as it holds in a
handheld. In this study I provide empirical evidence that consumer intention is positively
and directly influenced by service quality, satisfaction and value. Therefore, consumers
use perception criteria when evaluating a mobile entertainment service. we believe that
the mobile as a medium is completely differs from any other medium in its
personalisation and flexibility features. More over those mobile 3G and nG revolutions
create a pleasant atmosphere of competition on the mass communication market in
general and on the mobile commerce market in particular. This will increase the
opportunities on the mobile internet services market economically
Recommendations for the study: The research study was mainly about the
behavioural intention in mobile internet market focusing on customers who had a mobile
internet contract in Malaysia. The authors recommend that this research could be
further elaborated by evaluating the mobile internet in different communication


companies for example Maxis and DiGi. The research study was based on Malaysian
consumers but the same study can be applied in two different countries so that the
more realistic views can be obtained and studied. The researcher can also make use of
some other variables like the technological factors about mobile by focusing in tow
devices such as iPhone and Blackberry, and other technical aspects to add more
significance to the research. Also the research can be made more beneficial by
ensuring apart from behavioural intention, even the fear of behaviour intention can be
tested and the reasons behind it.
Limitations of the study: The research study was limited to just the customer who had
a mobile internet contract in Malaysia. Since the time was a constraint only 96
respondents could be tested for carrying out the research. The study focused only on
the Mobile Internet in Malaysia. Picking out the people using mobile internet with
experience in Malaysia was a difficult task.

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