Abstract
This chapter provides an end-user perspective on mobile multimedia services that are likely to emerge with the roll out of Third Generation Mobile Services (3G). More specifically, the objectives of the study are: to provide an insight into current behavior in terms of attitudes towards, access and usage of multimedia mobile services by current end users; to establish main clusters of mobile users; to investigate the possible motivations and barriers of usage of new mobile multimedia services as viewed by current users. The remainder of this chapter is organized into the following four sections. The first section provides a brief review of the literature on the technology acceptance model. Next we present our research model based on a qualitative exploratory survey conducted in six markets. Then we test the proposed model on the Italian market and present the analysis and results of our study. Finally we make conclusions by discussing the implications of our study, followed by presenting future research directions.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
