Mohammad Naghizadeh; Mohammdreza Taghva; Mehdi Salehi
Volume 3, Issue 10 , December 2015, , Pages 59-77
Abstract
Increasing mobile penetration rate in Iran up to 97% have providedpotential opportunities to give various value-added services. The successof VAS companies is dependent on their innovations and customeradoption of these innovations. Thus, this research tries to identify andspecify the effects of the ...
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Increasing mobile penetration rate in Iran up to 97% have providedpotential opportunities to give various value-added services. The successof VAS companies is dependent on their innovations and customeradoption of these innovations. Thus, this research tries to identify andspecify the effects of the factors inside and outside the firm on VASinnovation adoption by customers. Statistical population of this researchincludes mobile value-added services, which exist in the market morethan one year. Accordingly, after doing exploratory studies andpresenting the conceptual model, we analyzed the data extracted from 35value-added services provided by different firms, and also weinvestigated the relations between the variables of this research bystructured equation model. Finally, strong relation between the factorsoutside the firm and innovation adoption as well as medium relationbetween the factors inside the firms and innovation adoption wasconfirmed. In addition to presenting the results and outcomes of theresearch, we gave some suggestions to VAS managers and experts inIran.
