Bundled Mobile Services: The Impact on Consumers' Intention to Adopt

Mobile services (m-services) are different from traditional services in that the use of these services takes place through a mobile device and as such can be used any time and any place. Even though consumers increasingly use their mobile phones [22], adoption of m-services is still lingering. In this study, we add to current knowledge on the consumer's value and adoption of m-service bundles. We determine how m-service bundle compatibility, meaning the extent to which the m-service bundle fits together, affects consumers' value and intention to use a m-service bundle. We show that m-service bundle compatibility enhances key relationships in the value-intention framework. The analyses reveal that not only does m-service bundle compatibility matter, but also that this varies for current adopters versus non-adopters of m-services. As a result, managers should focus on designing compatible m-service bundles in order to increase adoption amongst new customers.

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