Consumer innovativeness and adopting innovations: Adoption of mobile internet as an innovation

While the changing happens faster than the old times and the prediction of the future is getting difficult in the present business life, businesses could use a new instrument as innovation in order to survive in the competitive environment and increase productivity as well as income, also penetrate to new markets. On the other hand, to make only innovations does not mean to be successful for the businesses. Innovations made by the businesses would be accepted or adopted by the consumers. While making new innovations, businesses should pay attentions to the needs and expectations of consumers easily adopting the new innovations.The purpose of this study was to determine the adopting factors while university faculties using mobile internet as a new service innovation. With this purpose, Structural Equation Model was carried out to analyze the theoretical model based on the Technology Acceptance Model. At the end of analysis, some results were found that perceived usefulness and risks as well as general innovativeness positively influenced attitudes (domain specific innovativeness) toward mobile internet technologies; also, attitudes toward mobile internet technological innovations affected the behavioral intention, positively; and finally, perceived risk negatively affected the attitudes. Perceived ease of use did not influence toward attitudes but the attitudes were positively influenced through perceived usefulness.