Modeling Consumer Adoption and Usage of Value-Added Mobile Services Defended on Friday, 23 May 2008
In recent years, the mobile telecommunications market has been very dynamic in terms of innovations. Mobile service providers continuously invest in new technologies and introduce many new mobile services for consumers, such as MMS and web services. However, adoption rates are often not very high, which makes it difficult for firms to get return on their technology investments. In this thesis we investigate the individual consumer adoption of new mobile services and consider a range of antecedents and possible moderators. Most importantly, we study the effects of different types of marketing communications on individual adoption timing, and the moderating effect of cultural values on adoption behavior across countries. In addition, we consider the next step in the adoption process: postadoption usage, which has received little attention in the adoption literature so far. In a longitudinal study, we investigate the effect of adoption timing on consumer usage patterns after the adoption of a new mobile service. By taking customer and relationship characteristics into consideration in each study, we also contribute to the customer management literature. We show that relationship characteristics can have a significant impact on adoption behavior and that a loyal and experienced customer can be a valuable asset to companies that introduce a new service.
new product adoption, mobile services, telecommunications, new service usage, marketing communications, customer management, cross-national adoption, cultural values