Abstract
This study examines social actor attribution to mobile phones in general settings and travel context. Informed by attribution theory and computing technology continuum of perspective model, the hypothesized relationships between social characteristics of mobile phones, users’ core self-evaluation, and social actor attribution to mobile phones were tested to determine the locus of causality of people’s social responses to mobile technology. Further, the influence of mobile phones use for travel-related purposes was investigated to examine the situation attribution explaining the perceived social roles of mobile phones in travel. The results demonstrate that perceived positive and negative social characters of mobile phones as well as self-efficacy, locus of control and self-esteem of users significantly influence social actor attribution to mobile phones. In a travel setting, the significant influence of situational factor on the social roles of mobile technology emphasizes the importance of anthropomorphism in the designing of mobile technology for travel. As a managerial implication, features of mobile technology should suggest the roles of mobile devices as personal travel companions and/or assistants to increase the persuasive power of mobile phones for tourists.