In recent years, the mobile telecommunications market has been very dynamic in terms of innovations. Mobile service providers continuously invest in new technologies and introduce many new mobile services for consumers, such as MMS and web services. However, adoption rates are often not very high, which makes it difficult for firms to get return on their technology investments. In this thesis we investigate the individual consumer adoption of new mobile services and consider a range of antecedents and possible moderators. Most importantly, we study the effects of different types of marketing communications on individual adoption timing, and the moderating effect of cultural values on adoption behavior across countries. In addition, we consider the next step in the adoption process: postadoption usage, which has received little attention in the adoption literature so far. In a longitudinal study, we investigate the effect of adoption timing on consumer usage patterns after the adoption of a new mobile service. By taking customer and relationship characteristics into consideration in each study, we also contribute to the customer management literature. We show that relationship characteristics can have a significant impact on adoption behavior and that a loyal and experienced customer can be a valuable asset to companies that introduce a new service.

Additional Metadata
Keywords cross-national adoption, cultural values, customer management, marketing communications, mobile services, new product adoption, new service usage, telecommunications
JEL Statistical Decision Theory; Operations Research (jel C44), Telecommunications (jel L96), Business Administration and Business Economics; Marketing; Accounting (jel M), Marketing (jel M31)
Promotor P.C. Verhoef (Peter) , Ph.H.B.F. Franses (Philip Hans)
Publisher Erasmus University Rotterdam , Erasmus Research Institute of Management
Sponsor Erasmus University Rotterdam (EUR) Erasmus School of Economics (ESE) Prof.dr. Ph.H.B.F. Franses Prof.dr. P.C. Verhoef B.G.C. Dellaert Prof.dr. E. Muller Prof.dr. S. Stremersch
ISBN 978-90-5892-161-1
Persistent URL
Series ERIM Ph.D. Series Research in Management
Prins, R. (2008, May 23). Modeling Consumer Adoption and Usage of Value-Added Mobile Services (No. EPS-2008-128-MKT). ERIM Ph.D. Series Research in Management. Erasmus Research Institute of Management. Retrieved from