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.
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