Abstract:

This paper was undertaken to examine mobile Internet adoption and diffusion in Jordan. This paper analyses results from a study of the adoption of mobile Internet in a sample of airline consumers, based on Diffusion of Innovation theory. Seven factors were found to predict adoption of mobile Internet. Of particular interest was the finding that the variable ‘image’ had an influence in the opposite direction to other studies, which may point to specific cultural factors unique to Jordan.

The results of this study provide a sound basis for strategic planning and information system development in Jordan with regard to consumer need. The findings have important implications for service providers and industry practitioners to encourage faster and more efficient adoption and for researchers who wish to use this study as a foundation for future research.