Service Innovation Adoption: the Case of Value-Added Mobile Services

This paper explores the process of the adoption of value-added mobile services by investigating value-added services especially for information services. Determinants of mobile service intention, attitude, and usefulness were found to be significant factors. Personalization, mobility, user experience, and content were identified as indirect determinants of attitude via usefulness. The study used a series of field studies, developing final hypotheses and testing them. The results of hypothesis testing provided evidence demonstrating the impact of these relationships. Copyright Springer Science+Business Media New York 2014