An Extension of IDT model in the adoption of mobile message services; case of Iran context

Abstract: The study of how and why consumers adopt mobile services may be relevant and critical for both mobile service providers and consumers. By considering the widespread use of SMS service in Iran, the purpose of this study is to propose a customized and localized model, on the basis of an extended model of innovation diffusion theory (IDT), to examine the factors that influence the adoption of MMS (Multimedia Message Service), which is pre-mature and in early stages of implementation in Iran. By using this extended model of IDT the Iranian mobile service providers could have a better perception of their consumers intention to use mobile messaging services (SMS and MMS). The results of this study will be useful for both researchers and mobile providers and may provide further insights into mobile messaging service, marketing strategies