Adoption of the mobile Internet: An empirical study of multimedia message service (MMS) |
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| Authors: | Chin-Lung Hsu Hsi-Peng Lu Huei-Hsia Hsu |
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| Institution: | aDepartment of Information Management, Da-Yeh University, Changhua, Taiwan, ROC;bDepartment of Information Management, National Taiwan University of Science and Technology, Taipei, Taiwan, ROC;cDepartment of Finance and Banking, China Institute of Technology, Taipei, Taiwan, ROC |
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| Abstract: | Multimedia message service (MMS) provides more multimedia communication with entertainment effects than current text-based short message service (SMS). While many reports indicate that the mobile Internet market will be huge, little is known about whether people will accept MMS. This study applies innovation diffusion theory to examine the factors that influence the adoption of MMS. The proposed model was empirically evaluated by using survey data collected from 207 users concerning their perceptions of MMS. The findings indicate that perceptions of use were different over innovation diffusion stages. Specifically, there was a significant difference between potential adopters and users. The results may provide further insights into MMS marketing strategies. |
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| Keywords: | MMS Mobile application Innovation diffusion theory Adoption |
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