The stimulus factors and consumers' relevance treatment of Multimedia Messaging Services
by Lynn L.K. Lim, Leon Traazil, B. Ramaseshan
International Journal of Technology Marketing (IJTMKT), Vol. 1, No. 3, 2006

Abstract: Mobile technology and personal communication have grown significantly over the last few years. As an enhancement from Short Messaging Service (SMS) and Enhanced Messaging Service (EMS), Multimedia Messaging Service (MMS) provides rich content for mobile messaging Person-to-Person (P2P). This paper presents a study aimed at understanding the consumers' relevance treatment towards the usage of MMS and to determine the circumstance by which consumers would accept the usage of MMS. The result of this study also showed that there is a significant difference between the consumers' intention to use MMS in the Asia and Oceania regions.

Online publication date: Sat, 03-Jun-2006

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com