Title: The stimulus factors and consumers' relevance treatment of Multimedia Messaging Services

Authors: Lynn L.K. Lim, Leon Traazil, B. Ramaseshan

Addresses: School of Management and Business, The University of Wales Aberystwyth, P.O. Box 205, Aberystwyth, Ceredigion SY24 5WZ, UK. ' Saatchi & Saatchi Singapore, c/o 21 Holland Drive, #20-415, 271021, Singapore. ' Head-School of Marketing and Associate Dean (Research & Development), Curtin Business School, Curtin University of Technology, Perth, WA 6149, Australia

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.

Keywords: technology marketing; multimedia messaging services; MMS; mobile messaging; person-to-person; P2P; consumer acceptance; Asia; Oceania; consumer intention.

DOI: 10.1504/IJTMKT.2006.009941

International Journal of Technology Marketing, 2006 Vol.1 No.3, pp.265 - 282

Published online: 03 Jun 2006 *

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