Based on recent findings from a Juniper report nearly 1.5 billion mobile users will receive SMS ads in 2008 . While mobile advertising spending is expected to increase to $5 billion by 2011 , mobile marketing can be still considered in its infancy. While over the last years, there has been tremendous progress in the area of web-based services delivered on the Internet    , less attention has been paid to the customer acceptance of mobile service innovations. Based on a literature review the authors pursue the objective to analyze the requirements for customers to adopt different types of mobile service innovations: (i) payments to be made via SMS (Short Message Service), (ii) coupons delivered via MMS (Multimedia Messaging Service), and (iii) SMS notifications for goods to be picked up. The authors develop a theoretical model which describes a consumer’s intention of MSI adoption as a construct that is determined by three variables: perceived usefulness, perceived ease of use and perceived risk. The relationships in the model are moderated by several factors: age, gender, technology-readiness of the customer and newness of the technology. The authors then conducted a quantitative study among customers of a Swiss retail store chain (n = 1,092). A structural equation model was formulized and tested for the different MSIs. The paper presents results and discusses managerial implications as well as limitations and future research opportunities.
Hadwich, Karsten and Tuzovic, Sven, "Customer Adaptation of Mobile Service Innovations (MSI): A Quantitative Analysis Among Customers of a Swiss Retail Store Chain" (2008). ICEB 2008 Proceedings (Hawaii, Waikoloa, Big Island). 6.