Abstract
In this article, we review user information technology acceptance literature, formulate a model of consumer adoption of third generation mobile multimedia services, validate it through a qualitative exploratory study comprising 24 focus groups in six markets, and empirically test the proposed model on the Italian market. The results show that perceived usefulness, ease of use, price, and speed of use are the most important determinants of adoption of multimedia mobile services, in that order. They also show that the importance of determinants differs by age groups or segments. The results can help managers proactively design interventions (such as training and marketing activities) targeted at populations of users that may be less inclined to adopt and use new multimedia mobile services.