Title: The adoption behaviour for mobile video call services

Authors: Judy Chuan-Chuan Lin, Elaine Shang-Yi Liu

Addresses: Department of Computer Science and Information Management, Soochow University, 56 Kueiyang Street, Section 1, Taipei, Taiwan. ' Department of Computer Science and Information Management, Soochow University, 56 Kueiyang Street, Section 1, Taipei, Taiwan

Abstract: The rapid growth of 3G mobile service users has greatly enlarged the potential of the video call service market. However, prior literature provides little insight into mobile video call adoption factors. Based on a modified Technology Acceptance Model (TAM) and media richness theory, this study proposed as well as tested a model to explain mobile video call adoption. The results show that a user|s perceived critical mass is the most influential factor in shaping a mobile user|s intention to adopt video call services, followed by perceived usefulness, perceived price and perceived enjoyment. Experienced and inexperienced users also exhibit significant differences in adoption behaviour.

Keywords: mobile communications; mobile video call services; modified TAM; media richness; technology acceptance model; mobile video call adoption; adoption behaviour.

DOI: 10.1504/IJMC.2009.025536

International Journal of Mobile Communications, 2009 Vol.7 No.6, pp.646 - 666

Published online: 22 May 2009 *

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