Adoption of Mobile Services in Finland - Conceptual Model and Application-based Case Study

Abstract

This paper offers both theoretical and empirical contributions relating to the consumers’ motives for and barriers to adopting mobile services. A case study of a mobile service is introduced to validate the factors that facilitate and trigger, and respectively hinder the acceptance of mobile services in Finland. The factors affecting the service adoption were researched based on a conceptual model that was a modified version of the Technology Acceptance Model (TAM) and of the Theory of Planned Behaviour (TPB). Based on the findings from a survey conducted with a sample of 52 Finnish campus students, the factors that affect consumers’ attitudes towards mobile services were discovered. Usefulness was revealed to have the strongest impact on attitude towards a mobile service, with context information and attitude acting as significant determinants of the intention to use the service. This study attempts to help mobile service providers choose right development and marketing strategies for mobile services and enhance the adoption and diffusion of mobile services.