Predicting consumer acceptance in mobile services: empirical evidence from an experimental end user environment

  • Authors:

  • Timo Koivumaki;Annu Ristola;Manne Kesti

  • Affiliations:

  • OASIS Research Laboratory, Department of Marketing, P.O. Box 4600, 90014 University of Oulu, Finland.;OASIS Research Laboratory, Department of Marketing, P.O. Box 4600, 90014 University of Oulu, Finland.;OASIS Research Laboratory, Department of Marketing, P.O. Box 4600, 90014 University of Oulu, Finland

  • Venue:
  • International Journal of Mobile Communications
  • Year:
  • 2006

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Abstract

This paper studies consumer acceptance of mobile services. The theoretical framework of the study is based on extended Technology Acceptance Model (TAM). The empirical part of the study was conducted in an experimental mobile service environment, SmartRotuaari, which was developed in the University of Oulu's Rotuaari research project. SmartRotuaari is operational at the city centre of Oulu in Northern Finland. Our results show that usefulness, user guidance and support, and user skills are significant factors in explaining the acceptance of mobile services. We also found that usefulness and user-satisfaction are significant predictors of the willingness to recommend the services to others.