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Understanding user acceptance of multimedia messaging services: An empirical study

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  • Matthew K.O. Lee
  • Christy M.K. Cheung
  • Zhaohui Chen

Abstract

Multimedia Messaging Services (MMS) is a new medium that enriches people's personal communication with their business partners, friends, or family. Following the success of Short Message Services, MMS has the potential to be the next mobile commerce “killer application” which is useful and popular among consumers; however, little is known about why people intend to accept and use it. Building upon the motivational theory and media richness theory, the research model captures both extrinsic (e.g., perceived usefulness and perceived ease of use) and intrinsic (e.g., perceived enjoyment) motivators as well as perceived media richness to explain user intention to use MMS. An online survey was conducted and 207 completed questionnaires were collected. By integrating the motivation and the media richness perspectives, the research model explains 65% of the variance. In addition, the results present strong support to the existing theoretical links as well as to those newly hypothesized in this study. Implications from the current investigation for research and practice are provided.

Suggested Citation

  • Matthew K.O. Lee & Christy M.K. Cheung & Zhaohui Chen, 2007. "Understanding user acceptance of multimedia messaging services: An empirical study," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 58(13), pages 2066-2077, November.
    • Handle: RePEc:bla:jamist:v:58:y:2007:i:13:p:2066-2077
    DOI: 10.1002/asi.20670
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    Cited by:

    1. Dickinson, Janet E. & Cherrett, Tom & Hibbert, Julia F. & Winstanley, Chris & Shingleton, Duncan & Davies, Nigel & Norgate, Sarah & Speed, Chris, 2015. "Fundamental challenges in designing a collaborative travel app," Transport Policy, Elsevier, vol. 44(C), pages 28-36.
    2. Tugrul Daim & Nuri Basoglu & Banu Kargin & Kenny Phan, 2014. "Service Innovation Adoption: the Case of Value-Added Mobile Services," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 5(4), pages 784-802, December.
    3. Wang Guohua & Muhammad Atique & Bikram Biswas & Shariful Islam, 2022. "Bangladesh's Experience With Social Media Adoption in Public Organizations," International Journal of E-Adoption (IJEA), IGI Global, vol. 14(1), pages 1-19, January.
    4. Cesar Bandera, 2017. "Value-added service providers for mobile education: empirical challenges and analytics," Electronic Commerce Research, Springer, vol. 17(2), pages 317-333, June.
    5. Ifeanyi Benedict Ohanu & Taiwo Olabanji Shodipe, 2021. "Influence of the link between resources and behavioural factors on the entrepreneurial intentions of electrical installation and maintenance work students," Journal of Innovation and Entrepreneurship, Springer, vol. 10(1), pages 1-15, December.
    6. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    7. Pizzi, Gabriele & Scarpi, Daniele, 2020. "Privacy threats with retail technologies: A consumer perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    8. Yu-Hsi Yuan & Sang-Bing Tsai & Chien-Yun Dai & Hsiao-Ming Chen & Wan-Fei Chen & Chia-Huei Wu & Guodong Li & Jiangtao Wang, 2017. "An empirical research on relationships between subjective judgement, technology acceptance tendency and knowledge transfer," PLOS ONE, Public Library of Science, vol. 12(9), pages 1-22, September.
    9. Chien-Wen Chen & Serhan Demirci, 2019. "Understanding Mobile Data Services’ Continuance: The Role of Enjoyment and Media Richness," International Journal of Business and Economics, School of Management Development, Feng Chia University, Taichung, Taiwan, vol. 18(3), pages 347-369, December.
    10. Meng-Lei Monica Hu & Yu-Hsi Yuan, 2020. "Constructing the Assessment Scale of Youth’s Restaurant Entrepreneurship Competency: The Case of Taiwan," SAGE Open, , vol. 10(1), pages 21582440199, January.
    11. Junpeng Guo & Siyuan Gou & Wenhua Li, 2024. "Helpful advertising messages reach consumers through user-generated videos: an empirical study from the audience involvement perspective," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(2), pages 290-306, June.

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