A Literature Analysis on the Adoption of Mobile Commerce Services by Individuals

Transcription

1 Abstract A Literature Analysis on the Adoption of Mobile Commerce Services by Individuals Yousuf Salim AlHinai a, Sherah Kurnia a and Robert B. Johnston a a Department of Information Systems, The University of Melbourne Mobile commerce has been a huge success in terms of adoption by individuals in some markets like Japan, while, surprisingly, not as flourishing in others. Many studies have been conducted using traditional adoption models and theories (such as TAM) that mainly focus on technology aspects. A more complete understanding of the issue requires the need to integrate three roles that m- commerce users play: as technology users, network members and consumers. In this study, we review existing literature on individuals voluntary adoption of mobile commerce services to highlight the adequacy/inadequacy of previous studies coverage of these three roles. We observe that there is a lack of a complete understanding of mobile commerce adoption in the current literature. Several implications for future research and practice are discussed. Keywords: Mobile commerce; Adoption; Individuals; Mobile services; Technology acceptance; TAM; Consumer; Customer; Network 1. Introduction Mobile commerce or m-commerce is defined as any direct or indirect transaction with a potential monetary value conducted via wireless telecommunication networks (Wu and Wang 2005). Using mobile services, users can send/receive s, download music/graphics/animations, shop for goods and services, play interactive online games, trade stocks, book tickets, find friends, conduct financial and banking transactions and so on. One of the main benefits of using m- commerce services is the ability to carry out tasks anywhere, anytime. Given such uniqueness, mobile commerce has been a huge success in some markets such as Japan. However, interestingly this innovation has not been as flourishing in other markets such as the USA and Australia(Oh, Yang et al. 2006; Government 2007; Kurnia, Lee et al. 2007). This issue has drawn a lot of attention from researchers to understand the factors that drive individuals adoption/rejection of this innovation. Many studies have been conducted using traditional adoption models and theories such as the Technology Acceptance Model (TAM) (Davis 1989; Davis, Bagozzi et al. 1989), the Theory of Planned Behaviour (TPB) (Ajzen 1988) and the Diffusion of Innovation (DOI) theory (Rogers c2003). However, many authors (e.g. (Pedersen and Nysveen 2002; Pedersen and Ling 2003; Yu, Liu et al. 2003; Kim, Chan et al. 2005; Nysveen, Pedersen et al. 2005)) have pointed out that traditional adoption models are insufficient to gain a comprehensive explanation of the factors that affect individuals intentions to adopt or reject the use of mobile commerce services. One of the major reasons for this insufficiency lies in the kind of role(s) played by m-commerce services users compared to roles played by users of traditional technologies such as Personal Computers (PCs). Traditional technology users have mainly been studied in terms of their role as technology users through their interaction with the technology itself and as network members through interaction with other people. Users of m-commerce services, on the other hand, play a threefold role: as technology users, as network members, and as consumers (Pedersen, Methlie et al. 2002), (Kim, Chan et al. 2005). Therefore, to fully understand individuals adoption of mobile commerce, these three roles or perspectives have to be integrated. In this study, we review existing literature on individuals voluntary adoption of mobile commerce services to highlight the adequacy/inadequacy of previous studies coverage of the three roles mentioned. We observe that there is a lack of a complete understanding of mobile commerce adoption because most studies have concentrated on investigating the issue based on the technology user perspective using traditional adoption theories. In addition, a smaller number of studies have considered the role of m- commerce users as network members and far fewer have investigated their role as consumers. In this study, we further argue that a more complete understanding of mobile commerce adoption can only be obtained if the three roles of the users are considered in mobile 222

2 commerce adoption studies. Based on this review, directions and recommendations for future research are identified. Thus, this study helps synthesize prior research on the topic and streamline the efforts of current and future researchers in a common direction. It also helps make the insights gained from research more insightful and beneficial for practitioners as a more complete understanding of the issue is gained by considering the three roles played by m-commerce users. The paper is organized as follows. Section 2 discusses what makes the adopters of m-commerce services different than the adopters of traditional technologies. Section 3 outlines the boundaries of this review and the research approach. Section 4 presents the findings and discussion. Finally, we conclude the study and outline some recommendations for future research. 2. The Uniqueness of Mobile Commerce Adopters Mobile commerce users are more than just technology users. Two other roles make them unique compared to adopters of traditional technologies such as computers, fax machines and software. First, they are usually part of a social network of people such as friends and family. This network would usually influence an individual s perceptions, opinions and actions in regard to different objects including service offers. People usually recommend good services to each other and equally they oppose and discourage unfavourable services to each other. Therefore, depending on the level of interaction with others, the decision to adopt or reject a certain service is not only a result of a mere personal evaluation, but is usually affected by others. Second, in order to use a mobile commerce service, an individual first needs to subscribe to a mobile telephony service with a service provider. Only after becoming a mobile phone user, he/she can make a decision about becoming or not becoming an m- commerce adopter. Consequently, being a customer of a business in the first place raises the importance of many factors that can affect subsequent intentions and decisions to accept new service offers. A customer s evaluation of such factors can result in either positive or negative outcomes. In either case, this evaluation would have an impact on his/her future service adoption decisions. Therefore, there are three roles that have to be considered when investigating individuals adoption of m-commerce services as explained below (figure 1): 2.1. M-commerce Adopters as Technology Users This perspective, in its bases, conforms to traditional technology adoption research concepts. Here, Consumer Technology User Network Member Figure 1. Roles Played by Mobile Commerce Users (Adopted from Pedersen, Methlie and Thorbjørnsen 2002) all adoption factors studied relate one way or the other to the technology or service characteristics and its use. Studies investigating this role mainly use traditional theories such as the Technology Acceptance Model (TAM) (Davis 1989; Davis, Bagozzi et al. 1989), the Theory of Planned Behaviour (TPB) (Ajzen 1988) and the Diffusion of Innovation (DOI) theory (Rogers c2003). Based on these theories researchers of mobile commerce adoption studied the effects of factors such as usefulness, ease of use, enjoyment of using a service, content and system quality, impact of technical issues such as bandwidth and line capacity and so on. 2.2 M-commerce Adopters as Network Members This perspective or role takes account of factors that relate to the user s surroundings and interactions with other people in his/her personal network of family, friends, colleagues and other important people. This perspective is based on the fact that an individual s decisions and behaviours are not made solely by him/her, but rather are influenced by the opinions and recommendations of other important people. As a person is part of a social network, he/she normally interacts with others in daily life and talks and shares with others what he/she sees, thinks and experiences. That is why, for example, word of mouth is known as one of the most effective channels through which positive and negative ideas and perceptions spread in a social setting. Ignoring such effects in m-commerce adoption research would result in an incomplete understanding of the power of social networks in impacting one s beliefs, attitudes and perceptions. Some traditional adoption theories such as TRA and TPB included such influences as part of their basic concepts. Mobile commerce adoption researchers (for example, (Fogelgren-Pedersen 2005) (Pedersen 2005) (Malhotra and Segars 2005)) use this role to better understand its adoption by individuals. It is crucial to include influences related to users as network members because the usage nature of many m-commerce services (e.g. mobile chat services) requires interaction with others. Therefore, researchers in the area have accounted for factors such as subjective norms and 223

3 recommendations from others who are important to the adopter. 2.3 M-commerce Adopters as Consumers This role or perspective makes a key difference between m-commerce adoption research and adoption research on most traditional technologies such as PCs, fax machines, TVs and so on. The majority of adoption determinants that influence individual acceptance of such traditional technologies lie in the interaction of the user with the technology and/or with people around him/her. However, the case with mobile services is different. Mobile service users are normally customers of a business and pay fees in order to receive services for as long as they remain customers of the business. There is therefore a continuous interaction between the mobile customer and his/her service provider(s). Such interaction opens the door to a wide rage of adoption determinants that might not be as crucial for traditional technologies adoption. Not integrating the factors that stand behind the fact that m-commerce adopters are also consumers or customers of a business with other factors related to m- commerce adopters as technology users and network members will result in a deficient view on the issue. As argued above, prior to adopting any m-commerce service, a person normally decides on becoming a customer of a certain service provider to get his/her mobile telephony service. From that point on, an association is built between the customer and the business in which he/she is affected by everyday experiences with the company. Therefore, there are many factors (for example, level of service quality, and customer relationships) that accumulate to form and influence intentions of individuals to adopt or reject m- commerce services provided by a company, although the individuals are using other services. Failing to integrate such factors would result in only a partial explanation of the topic. Consequently, this perspective gives importance to the impact of marketing and business related factors such as cost/price, value perceptions, promotions, offers and people exposure to the m-commerce services through different marketing efforts. Unlike the other two roles, the consumer perspective is new to the technology adoption research particularly within the mobile technology adoption context.. Therefore, to understand what factors influence individuals based on this perspective, researchers may need to investigate and integrate theories from areas other than Information Systems. Unless such integration is made, there will always be a lack of a complete understanding of consumers adoption of m-commerce services. It is important to note that we do not claim that the consumer role is unique to m-commerce users only. What we are trying to spotlight in this paper is the importance of integrating the consumer role factors given the existing level of interaction between m- commerce consumers and service providers. As this study shows, the consumer role of m-commerce adopters seems to have received less attention in the existing literature compared to the other two roles. As a result of all the above, focusing on m- commerce adopters as technology users results in omitting a great deal of factors related to the other two roles. Unless consideration is given by researchers to all three roles, the recommendations, advice and practical implications provided by research to mobile stakeholders will be incomplete and inadequate. 3. Research Boundaries and Approach of the Meta- Analysis During the past few years, mobile commerce adoption research has grown dramatically. A large number of studies have covered the topic from different angles and tens more studies are added to the literature every year. The following review is by no means exhaustive, it aims to highlight to researchers and practitioners how the research has been progressing and build a ground on which future research can be directed. The review is guided by relevance to the three roles explained in section 2. Webster and Watson (Webster and Watson 2002) recommend precision about the boundaries and scope of literature reviews in Information Systems in order to make them more informative and insightful to fellow researchers and practitioners. Following this guideline, some decisions had to be made in order to establish the specific focus and boundaries for this review. First, mobile technologies and services can be used in many different contexts such as Business to Business (B2B), Business to Consumer (B2C) and social contexts. Since each of these contexts has distinct implications for the kind of theories and concepts used by relevant studies, a decision had to be made on which context this review concentrates on. Second, because research on mobile commerce is very wide and dramatically expanding, it was important to decide on which branch of m-commerce research this study focuses. Third, the nature of mobile services (such as mobile internet) has many implications on adoption research that might not be of the same significance when studying the adoption of mobile technologies (such as cell phones). Therefore, it had to be decided if this review investigates the adoption of mobile services or mobile technologies. Fourth, some mobile services are tailored for individuals use while others are targeted towards 224

4 businesses and organizations needs and use. Studying individual adoption of m-commerce is different from investigating its adoption by businesses in terms of the theories, concepts, and perspectives that have to be considered. Hundreds of studies exist on each of these two lines and, therefore, a choice had to be made about which one this review focuses on. Finally, past adoption research made a clear distinction between voluntary adoption and compulsory adoption. Each of these kinds of adoption significantly differs in terms of its underlying determinants and decision processes. As a result, it had to be decided which kind of adoption to concentrate on. Based on the above, the following identifies the precise boundaries of this review and the scope it covers: 1- Focus on Individuals and social contexts (as compared to business, organizational and work environments) 2- Focus on the mobile commerce adoption literature (as compared to other branches of the literature such m-commerce applications, m- commerce infrastructure, m-commerce business models, etc) 3- Focus on adoption of mobile services (as compared to adoption of mobile technologies such as cell phones, walkie-talkies, etc) 4- Focus on adoption by individual users as the level of analysis (as compared to adoption of m-commerce technologies and services by organizations and businesses) 5- Focus on voluntary adoption and use (as compared to compulsory or forced adoption by management, for example) Consequently, this review concentrates on reviewing studies that investigated: Voluntary Adoption of Mobile Commerce Services by Individuals. The above defines an appropriate set of boundaries for this review because it seeks a focused view on the topic. Mixing each point in the list above with its alternatives would mean mixing different concepts on somewhat uncommon grounds. For example, factors affecting individual s voluntary adoption differ from those influencing compulsory adoption. One point of difference is the fact that when voluntarily adopting a mobile service, individuals usually personally bear all risks and costs associated with their adoption actions (albeit monetary, emotional, etc). Such a small difference effects the kind of factors, concepts and theories that have to be considered. Similarly, discussing issues relating to individuals adoption of services in social contexts involves a different set of perspectives and considerations compared to studying businesses adoption of mobile technologies in organizational and work contexts. Studies examined in this review came from journals such as Journal of Electronic Commerce Research, Information and Management, Journal of American Academy of Business, Decision Support Systems, Electronic Commerce Research and Applications, Communication of the ACM, Journal of consumer marketing and Journal of Interactive Marketing. Other studies were published in conferences such as Hawaii International Conference on System Sciences (HICSS), International Conference on Mobile Business (ICMB), and Bled econferences. Since research in the area is relatively recent, studies reviewed covered the period 2000 to Because of the large number of studies on the topic, the authors had to make a judgment of how each study conceptually differentiates itself from other studies based on the three roles emphasized (section 2). 4. Findings and Discussion Following the basics of traditional adoption and diffusion research, m-commerce adoption researchers built on these basics to develop models that include various variables and concepts drawn from Information Systems, Psychology, Sociology, Marketing, Economics and other fields. One of the main baselines of all adoption and diffusion research is the concept that humans tend to act or behave according to their predetermined intentions. Intentions are formed by the accumulation of positive and/or negative attitudes towards an object (a service, a product, a person, an organization, an idea, etc). These attitudes are a result of various perceptions stemming from past experiences and interactions that people encounter in their daily lives. Building on this line of logic, researchers have therefore focused on users perceptions in regard to a wide range of factors. Table 1 on the next page presents a summary of the most frequently studied adoption factors and how they relate to each of the three roles or perspectives played by m-commerce adopters. The table also shows if there is a consistency/inconsistency in the results on each group of factors. From the table, many observations can be made. First, the vast majority of studies have investigated m- commerce adopters as technology users. This is not surprising since most m-commerce research used traditional technology adoption theories and concepts that have mostly focused on technology aspects. However, it can also be noted that not all technologyrelated factors came from traditional theories. The unique context and characteristics of mobile commerce services required the addition of many new technology related determinants such as content availability and quality, connection speed, service speed, bandwidth, and other technical issues. The technology user perspective has been investigated heavily in the current 225

5 literature. By far, the Technology Acceptance Model (TAM) (Davis 1989; Davis, Bagozzi et al. 1989) and its usefulness and ease of use constructs are the most frequently used in such studies. Second, a number of studies have examined factors based on the role of m-commerce adopters as network members. Most of these studies combined such factors with others related to adopters as technology users. This combination allows researchers to get a better understanding of how intentions and adoption behaviours of individuals are established. This approach is not new since network and people effects on individuals perceptions have been investigated in past studies using traditional theories such as TRA, TPB and DOI. The inclusion of determinants that relate to individuals as network members is very crucial because the use of many m-commerce services depend on the interaction between the user and other people (mobile chatting and friend finding, for example). Third, as table (1) shows, very few studies have investigated the adoption factors related to the role of m-commerce users as consumers. There seems to be a lack of awareness among researchers of the importance of including this perspective alongside the other two. Only a few attempts have been made. Pedersen and his colleagues (Pedersen, Methlie et al. 2002) were among the first to note the need for a triangulation of the three roles highlighted in this study when examining the adoption of m-commerce services. They integrated concepts from diffusion, adoption, uses and gratification and domestication research in order to come up with a better view and understanding of the issue. On the other hand, Kim et al. (Kim, Chan et al. 2005) integrated and extended the concepts of TAM using concepts from the theory of consumer choice and decision making from economics and marketing research to come up with a value-based understanding of the issue. To contribute to the understanding of m-commerce adoption by individuals based on their role as consumers, the authors are currently examining the impact of the perceptions of m-commerce customers about their relationship quality with their mobile service providers on their adoption intentions and decisions. Fourth, the long list and the variety of factors that have been investigated in the current literature can be understood by the kind of mobile services and the contexts investigated in each study. The nature of different services produces a different set of important factors. For example, investigating individuals adoption of mobile Internet services -where WWW content can be accessed through a mobile screen- may involve a different set of influences compared to mobile parking services where simple SMS is the way to exchange needed information. Because of the wide variety of services under the umbrella of mobile commerce and their unlimited use contexts, the scope of combining existing factors and adding new ones by each study is, therefore, broad. Fifth, while the table shows some factors where a common sense of significance has been reached, it is important to note that empirical research in m- commerce tends to be country, sample, context, and service dependent. Each of these factors produces different set of results. For example, investigating the adoption of mobile Internet among professionals might yield a different set of conclusions compared to a group of teenagers. On the other hand, studying the adoption determinants of an application in a mature market like Japan could also give different outcomes than if the same study was carried out in another market or culture. However, such unanimous conclusions, despite underlying differences in the empirical investigation, give valuable and very critical insights to relevant organizations operating in more than one market. 5. Conclusions and Recommendations for Future Research Based on the preceding discussion, it can be seen that there is a lack of a complete understanding of the three roles that mobile commerce adopters play. Such understanding will allow researchers and practitioners to gain better insights on the factors that influence m- commerce adopters intentions. While the current literature has given a lot of attention to factors affecting adopters given their role as technology users, less research has considered the network member role. Furthermore, adopters role as consumers or customers has been left with insufficient exploration (Table 2). Table 1. Level of Exploration of Adopter Roles in the Current Literature Adopter Role Technology user Network member Consumer/Customer Status Widely explored Rarely explored Unexplored Based on the current state of the existing literature on mobile commerce adoption by individuals as revealed in this study, some recommendations for further research are outlined below. First and most importantly, more studies integrating the three perspectives presented in this study are needed in order to gain a comprehensive view on the adoption determinants that influence individuals intentions and decisions. A complete understanding of the issue requires more effort from researchers to integrate consumer, marketing, and business influences in their studies. This would mean going beyond the theoretical 226

6 and conceptual bases of Information Systems. The Information Systems field by its definition is interdisciplinary. Therefore, for any IS issues to be fully comprehended, investigation must span over other related areas. For this to be achieved, one suggestion would be joining forces with other experts and researchers from related areas such as Marketing, Economics, Human Behaviour, Consumer Behaviours and Management. Such extensions would allow practitioners to gain greater benefits from studies conducted. Second, it has been highlighted that the beginning of any new technology passes through three stages: substitution (people use it only as a substitute of similar innovations), adaptation (people discover new ways of using the innovation), and revolution (people actually start to use the innovation in new ways) (Scarborough c2000). This concept applies to m-commerce services because most mobile services either substitute another innovation or replace a manual way of performing a task. For example, mobile Internet could substitute many aspects of traditional wired internet, mobile banking could substitute physical and wired internet banking, and mobile chat could also substitute its PCbased counterparts. Given this, researchers of m- commerce adoption have to understand the requirements of each applicable stage and how these requirements impact the attitudes, intentions and decisions of potential adopters. For example, a focus on the substitution stage shows the importance of comparative studies with similar or related technologies such as electronic commerce. According to (Okazaki 2005) this area of research is still highly unexplored. Third, the majority of studies on adoption of m- commerce services by individuals investigated adoption decisions are cross-sectional and therefore are limited to a certain point of time. However, very few, if any, studies have investigated how reactions of individuals change over time (Wang, Lin et al. 2006), (Knutsen, Constantiou et al. 2005). Such longitudinal research in m-commerce will help determine which factors of adoption are more salient than others. For example, (Wu and Wang 2005) that ease of use does not have a significant effect on intentions to use m-commerce. They explained this finding postulating that consumers change their ease of use perceptions about a specific system over time as they become more familiar with the system. This indicates that time has an effect on the significance people give to each adoption factor or determinant. Longitudinal adoption studies that pay attention to such changes will have a great impact on theory as well as practice. Consequently, relevant marketing and management polices, strategies, and efforts can be more effectively carried out and distributed over time to cope to the changes consumers go through. Finally, while conceptual studies add acknowledgeable contributions to the current literature, more empirical studies are needed. This review joins previous calls for more empirical tests in the m- commerce area in order to come up with more reliable and practical recommendations for relevant stakeholders (Okazaki 2005; Scornavacca, Barnes et al. 2006). On another side, there is also a need to extend such efforts to cross-national and cross-cultural scales (Harris, Rettie et al. 2005). There have been some attempts on this path (see for example, (Frank 2001), (Fife and Pereira 2005)) but these are still scarce. The need for such studies arises given the fact that existing one-culture onesample empirical studies are context and sample dependent which makes them hard to generalize. For greater insights, interested researchers from various countries should work together on validating and testing existing and new models in their respective cultures. Such comparative studies would highly help and develop the research area as well as assist national and multinational corporations in the market to better customize their efforts and strategies. While this review is in no way exhaustive, it adds theoretically to the growing body of IS literature in general and to the mobile commerce adoption research in specific. This conceptual examination of various m- commerce adoption studies will help future researchers to observe the trends and design studies on mobile commerce adoption appropriately and therefore significant contributions can be made to both theory and practice. Along with other literature reviews in the area, this review will help make obtaining useful insights from existing literature an easier task for marketers, managers, and other practitioners. As this study have highlighted, there is still a limitation and inadequacy in the way the current literature on m-commerce adoption has investigated the issue. Therefore, this study guides practitioners in the way they should interpret the findings of existing studies. Mobile commerce stakeholders can, therefore, make improved, insightful and better directed decisions and policies. 227

7 Factor(s) Usefulness, performance expectancies Enjoyment, playfulness Expressiveness, image, lifestyle enhancement User satisfaction (with using the service itself) Relative advantage and perceived value Technical Issues such as connection speed, service speed, bandwidth, device limitations, etc Contents and functions availability and quality Personal innovativeness Behavioural Control (self-efficacy, facilitating conditions, etc) Compatibility, prior experience, relevant past knowledge Ease of use, complexity, effort expectancies Service cost, price, fee, perceived financial cost, perceived financial resources Trust, Risk, Security, perceived credibility, privacy issues associated with using a service Subjective norm (peer influence, external influences, normative beliefs, others recommendations) Triability, exposure to service through marketing Table 2. M-commerce Adoption Factors in the Existing Literature Example studies (Pedersen and Nysveen 2002; Yu, Liu et al. 2003; Yang, Chatterjee et al. 2004; Cheong and Park 2005; Knutsen, Constantiou et al. 2005; Dickinger, Arami et al. 2006) (Pedersen and Nysveen 2002; Kim, Chan et al. 2005; Nysveen, Pedersen et al. 2005; Nysveen, Pedersen et al. 2005; Dickinger, Arami et al. 2006) (Pedersen and Nysveen 2002; Harris, Rettie et al. 2005; Nysveen, Pedersen et al. 2005) (Julius and Khasawneh 2002; Haque 2004; Harris, Rettie et al. 2005) (Barnes and Huff 2003; Kim, Chan et al. 2005) (Hung, Ku et al. 2003; Haque 2004; Pagani 2004; Kim, Chan et al. 2005) (Julius and Khasawneh 2002; Haque 2004; Pagani 2004; Cheong and Park 2005; Dickinger, Arami et al. 2006) (Frank 2001; Hung, Ku et al. 2003; Yu, Liu et al. 2003; Yang 2005) (Khalifa and Sammi 2002; Pedersen and Nysveen 2002; Hung, Ku et al. 2003; Yu, Liu et al. 2003; Nysveen, Pedersen et al. 2005; Wang, Lin et al. 2006) (Barnes and Huff 2003; Cheong and Park 2005; Knutsen, Constantiou et al. 2005; Wu and Wang 2005; Yang 2005) (Pedersen and Nysveen 2002; Barnes and Huff 2003; Hung, Ku et al. 2003; Pagani 2004; Cheong and Park 2005; Knutsen, Constantiou et al. 2005; Luarn and Lin 2005; Wu and Wang 2005; Yang 2005; Dickinger, Arami et al. 2006) (Aarnio, Enkenberg et al. 2002; Julius and Khasawneh 2002; Hung, Ku et al. 2003; Haque 2004; Harris, Rettie et al. 2005; Kim, Chan et al. 2005; Luarn and Lin 2005; Wu and Wang 2005; Wang, Lin et al. 2006) (Julius and Khasawneh 2002; Barnes and Huff 2003; Yu, Liu et al. 2003; Luarn and Lin 2005; Wu and Wang 2005; Wang, Lin et al. 2006) (Julius and Khasawneh 2002; Khalifa and Sammi 2002; Pedersen and Nysveen 2002; Barnes and Huff 2003; Hung, Ku et al. 2003; Yu, Liu et al. 2003; Harris, Rettie et al. 2005; Luarn and Lin 2005; Nysveen, Pedersen et al. 2005; Pedersen 2005) (Khalifa and Sammi 2002; Barnes and Huff 2003; Pagani 2004; Harris, Rettie et al. 2005; Knutsen, Constantiou et al. 2005) Perspectives/roles Tech Net Cons Comments 228

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