User acceptance of short messaging services: The convergence of marketing and MIS views

Wireless value added services (VAS) have drawn managerial and academic attention in recent years. Even though these services have been offered for a decade, Short Messaging Services (SMS) is the only VAS that managed to capture a significant market share. Validating a model that explains the diffusion of SMS is necessary for understanding potential adoption of other VAS. The extant literature provides little insight into technology adoption in pay-per-use contexts, such as SMS. This study taps into this void and suggests a convergent marketing and information systems view by including perceived value (PV) as a key multidimensional determinant of behavioral intentions to use VAS. A sample of 171 SMS users is utilized for hypothesis testing and model validation using PLS. Overall, this study introduces the concept of PV into information systems research and forms the foundations for subsequent studies of technology adoption of wireless VAS and other pay-per-use information services.