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A Proposed Framework for Mobile Services Adoption: A Review of Existing Theories, Extensions, and Future Research Directions

Mobile services are touted to create a significant spectrum of business opportunities. Acceptance of these services by users is, therefore, of paramount importance. Consequently, a deeper insight is required to better understand the underlying motivations leading users to adopting mobile services. Further, enhanced understanding would also help designing service improvements and appropriate adoption strategies. Most of the existing theoretical acceptance models available originate from organisational contexts. As mobile services bring additional functional dimensions, such as hedonic or experiential aspects, using extant models for predicting mobile services acceptance by individuals may be inadequate. The aim of this chapter is to explore and critically assess the use of existing acceptance theories in the light of evolving mobile services. Constructs affecting adoption behaviour are discussed and relevant extensions are made which culminate with a framework for mobile services adoption. Managerial implications are explored and future research directions are also identified.