Abstract
The growing popularity of the mobile phone and the diverse functionality of mobile services have forced mobile service providers to enter into a highly competitive business arena. In digital life today, mobile phone services are not restricted merely to communicating with people but more and more value-added services have emerged to amalgamate disparate industries/businesses and open up greater market opportunities. These disparate industries/businesses may include recreational and travel services, mobile learning services, mobile banking services, and many others. Nevertheless the service providers must understand the consumer behaviour in value-added services in order to enhance their product design. The key objectives of this research is to investigate and analyze the relationships between the consumer behaviour, consumer personality and lifestyle in adopting mobile recreational services; and provide recommendations to the service providers for increasing competitiveness—in the context of Taiwan.
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