Understanding Factors Affecting Mobile Services Adoption: Case of Thailand

Understanding Factors Affecting Mobile Services Adoption: Case of Thailand

Tugrul U. Daim (Portland State University, Portland, OR, USA), Fahad Aldhaban (Portland State University, Portland, OR, USA), Jay Justice (Portland State University, Portland, OR, USA) and Nuri Basoglu (Bogazici University, Istanbul, Turkey)
DOI: 10.4018/ijisss.2014040104
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Popularity of mobile services is increasing rapidly in Thailand and it is influencing daily life, business, and markets. Recently, more attention has been drawn towards mobile services due to the adoption of 3G in Thailand. This enhanced the competition in the telecommunication industry. Consequently, it became very critical for mobile services providers to better understand users and factors that affect users' adoption of mobile services. This paper aims to identify and study factors that impact mobile services adoption in Thailand. Factors and sub factors were identified and a survey was conducted. Factors were compared using Pairwise Comparison Method (PCM). Results of the analysis show that intermediary factors have the highest impact on users' intention to adopt mobile services followed by service characteristics factors and social factors respectively. The study provides an insight and information about factors influencing users' adoption of mobile services in Thailand.
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Literature Review

Increasing research exploring the adoption of mobile services is a testament to the increasing complexities of this area. Kargin et al (2009 a and b) introduced a comprehensive framework outlining the factors of the adoption process which this study is based on. The work of Kargin et al (2009 a and b) was validated in Turkey through several field studies. Phan and Daim (2011) and Phan et al (2010) confirmed the framework though additional studies in the US. Polat et al (2011) built upon it and introduced the adaptivity aspects.

Each of the studies mentioned above derived their models through the literature on technology adoption. This group of literature starts with the theory of planned behavior and technology acceptance model as described below.

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