Mississippi State University

Chinese Consumers' Attitude Toward Mobile Office Use

Consumer preferences and attitudes on product choice behavior can be of vital importance in development processes and implementation of innovative products or services. The mobile office (MO) is becoming seemingly reachable in the Business-to-Employee (B2E) arena as more work is completed outside the office and the fixed office boundaries extend well beyond the spectrum of the desktop for added strategic value. Potential providers of MO will encounter high uncertainty about consumers' acceptance and intention to use. This paper utilizes conjoint analysis to investigate the relative values and importance of the critical factors in the decision models of consumers when evaluating the acceptance and intention use of MO. It will analyze the applicability of conjoint analysis and provide guidelines and implications for MO designers and developers, IT/IS managers, and IS researchers.