Authors
1 Assistant Professor, Faculty of Management and Accounting, , Allameh Tabataba’i University Tehran, Iran .Corresponding author : mohamadnaghizadeh@yahoo.com
2 Associate Professor, Faculty of Management and Accounting, Allameh Tabataba’i University, Tehran, Iran
3 Master of Technology Management, University of Allameh Tabataba’i University
Abstract
Increasing mobile penetration rate in Iran up to 97% have provided
potential opportunities to give various value-added services. The success
of VAS companies is dependent on their innovations and customer
adoption of these innovations. Thus, this research tries to identify and
specify the effects of the factors inside and outside the firm on VAS
innovation adoption by customers. Statistical population of this research
includes mobile value-added services, which exist in the market more
than one year. Accordingly, after doing exploratory studies and
presenting the conceptual model, we analyzed the data extracted from 35
value-added services provided by different firms, and also we
investigated the relations between the variables of this research by
structured equation model. Finally, strong relation between the factors
outside the firm and innovation adoption as well as medium relation
between the factors inside the firms and innovation adoption was
confirmed. In addition to presenting the results and outcomes of the
research, we gave some suggestions to VAS managers and experts in
Iran.
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