The adoption of mobile value‐added services: Investigating the influence of IS quality and perceived playfulness

Purpose – Mobile telecommunication service providers endeavor to mitigate the declining voice service revenue through popularization of mobile value‐added services (MVASs). To understand determinants that influence mobile phone subscribers' intentions to use MVASs, this study aims to investigate the influences of perceived playfulness and information systems (IS) quality on mobile phone subscribers' intentions to use MVASs.Design/methodology/approach – An online survey involving 304 subjects was conducted, followed by a partial least squares (PLS) analysis, which yielded strong evidence in support of our proposed research model.Findings – The results confirmed that information quality, system quality, and service quality serve as important antecedents of perceived ease of use and usefulness among mobile phone subscribers. Additionally, the authors found that the perceived playfulness of MVASs mediates the influence of perceived ease of use on intentions of mobile phone subscribers to adopt the services. T...