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Title:
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ADOPTION OF THE MOBILE MESSAGING SERVICE: AN EMPIRICAL STUDY OF IRAN CONTEXT |
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Author(s):
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Nima Yahyapour R.k. |
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ISBN:
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978-972-8924-62-1 |
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Editors:
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Jörg Roth and Jairo Gutiérrez |
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Year:
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2008 |
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Edition:
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Single |
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Keywords:
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Mobile, Innovation diffusion theory, Adoption, Mobile, Messaging Service |
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Type:
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Short Paper |
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First Page:
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95 |
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Last Page:
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99 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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The study of how and why consumers adopt mobile services may be relevant and critical for both mobile service
providers and consumers. By considering the widespread use of SMS service in Iran, the purpose of this study is to
propose a customized and localized model, on the basis of an extended innovation diffusion theory (IDT), to examine the
factors that influence the adoption of Mobile Messaging Services in Iran. The proposed model was then empirically
evaluated by using survey data, collected from 442 users concerning their perceptions of this issue. By using this model
the Iranian mobile service providers could have a better perception of their consumers intention to use mobile messaging
services (such as SMS and MMS). The results of this study will be useful for both researchers and mobile providers and
may provide further insights into mobile marketing strategies. |
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