Committed to Content Provider or Mobile Channel? Determinants of Continuous Mobile Multimedia Service Use

The focus of the article is analysis of relationships between value perceptions, commitment and intentions to use mobile multimedia service (MMS) content. Attracting a committed wide audience end-user base that uses multimedia content frequently is essential for success of the services. Customers’ preferences for both the content provider and for the channel used are included. This is necessary for exploring further how to increase continuous use and revenue per user in the mobile field. In the empirical case of mobile multimedia services in the real estate business, intentions to use the same service provider again were found to be directly influenced by commitment to use the same provider, and indirectly by emotional and social value perceptions of MMS content. The usefulness of the content had no effect on intentions to use the same provider. However, it influenced intentions to use the mobile channel as such. Implications for theory and marketers are discussed