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Mobile information services are increasingly growing in popularity: end-users are getting used to "Being always on", and they are changing their everyday communication behavior. Organizations focus on new ways of creating value-adding services for their customers, and researchers explore aspects of success and implementation of mobile services. In this connection, organizations have a keen interest in information about prospective acceptance and use of their offerings. However, research on the scope of mobile service acceptance often lacks practical relevance, as recommendations for enhancing prospective acceptance are seldom provided.
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