Consumer Adoption of Wireless Services: Discovering the rules, While Playing the Game

f A B S T R A C T 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