| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 467214 | Telematics and Informatics | 2009 | 12 Pages |
Research in the adoption of innovative services in mobile communications markets has not offered a comprehensive explanation of how the individual makes a choice. This article proposes a theoretical framework for the analysis of the adoption decision of innovative mobile services such as mobile TV. The decision to adopt the service can be viewed as a choice based on two cognitive processes of reasoning and referencing, as postulated in behavioural decision making. The framework has both theoretical and practical value. From a theoretical perspective, it illustrates the manner in which referencing and reasoning influence the individual’s decision to adopt innovative services in the mobile telecommunications market. From a practical perspective the framework offers a market analysis tool which can generate useful insights for the vendors.
