Consumer adoption of wireless services: Discovering the rules, while playing the game

Authors

  • Mirella Kleijnen,

    1. Faculty of Economics and Business Administration at the University of Maastricht, Maastricht, The Netherlands
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    • The authors appreciate Jeanien Werkman's assistance in the data collection for this study

  • Ko de Ruyter,

    1. Faculty of Economics and Business Administration at the University of Maastricht, Maastricht, The Netherlands
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    • The authors appreciate Jeanien Werkman's assistance in the data collection for this study

  • Martin Wetzels

    1. Department of Organization Science and Marketing, Eindhoven University of Technology, Eindhoven, The Netherlands
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    • The authors appreciate Jeanien Werkman's assistance in the data collection for this study


Abstract

This research aims to explain the adoption of mobile gaming based on a refined model of Rogers' adoption theory, including context-specific factors and consumer traits. Overall, the empirical findings suggest that perceived risk plays a crucial role in the adoption process, followed by complexity and compatibility. Moreover, through cluster analysis we identified three consumers segments, termed “Value Seekers,” “Risk Avoiders,” and “Game Players.” Whereas perceived risk remains the most important factor for the Risk Avoiders, Value Seekers also are concerned about compatibility. Game Players emphasize navigation, communicability, and payment options. © 2004 Wiley Periodicals, Inc. and Direct Marketing Educational Foundation, Inc.

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