AbstractsBusiness Management & Administration

This research presents an explanatory model for consumers' adoption of mobile services. This model uses the Unified Theory of Acceptance and Use of Technology presented by Venkatesh in 2003 as a baseline and integrates the Perceived Enjoyment, Mobile Affinity, Perceived Price of Service and the Frequency of Mobile Usage as to investigate the Attitude and the Intention to Use mobile services. The proposed model was empirically tested using data collected from a field survey where 1095 respondents filled out the two pages questionnaire. A structural equation modeling approach was used to test the proposed model and later to develop a refined version throughout an exploratory phase. This version proved to corroborate most of the model structure resulting from the exploratory phase. Different combinations of estimators and data scale properties have been used throughout the testing phases. The main findings indicate that all relations proved to be significant in the model except for the one between Effort Expectancy and the Intention. Still as expected the relation between the Effort Expectancy and the Performance Expectancy is the most influential in the model followed by the influence of Enjoyment on the Attitude. As expected, clear gender differences were found specifically when it comes to Social Influence. Another interesting observation is that the adoption theories stemming from developed markets performed well in an emerging market. Besides the methodological and empirical testing, this research furnishes a review of the information systems adoption theories and provides a detailed description of the players in the mobile commerce industry with an insight into the evolution of the value chains over the last 10 years. Besides the methodological importance for researchers, this study seizes a managerial guidance for the Mobile industry players who are interested in emerging markets. (author's abstract)