Adoption of mobile commerce: An exploratory analysis

Even though the literature on the adoption and use of mobile services is quite extensive, surprisingly few studies are found applying traditional models of ICT adoption such as the technology acceptance model. With the introduction of 3G services, a convergence of mobile services and traditional Internet services is expected. Thus, traditional models of ICT adoption may be applied improving our understanding of the adoption of mobile services. In this report, we review relevant studies in adoption and domestication research on mobile services use and adoption. The review is used to develop an adoption model of mobile end-user services. Furthermore, we apply the model to an empirical investigation of the adoption behavior of early adopters of mobile commerce services. The study shows that the extended and modified adoption model has good fit to the early adopter data, and that it explains 49 percent of the early adopters' intentions to use mobile commerce services. The model may be used as a basis for industry players' evaluation of the adoption potential of new mobile services.