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Adoption of the Multimedia Message Service (MMS) in Iran
2008 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This thesis tries to analyze the factors that affect the intention to adopt Multimedia message service (MMS) with the help of a user perspective in Iran. Innovation diffusion theory was chosen as the basis of framework to better explain customer’s acceptance of this new mobile service. MMS provides more multimedia communication with entertainment effects than current text base short message service (SMS). Our main purpose in this thesis is to investigate the occurrence of MMS from a user’s perspective, to present a definition of this new message service and provide a deeper understanding of the phenomenon. The main objective is to present a theoretical framework regarding MMS usage and to empirically investigate which user related factors to consider, when developing services adapted for mobile message use. Survey was chosen to gather the data. The measures and hypotheses were analyzed using SPSS and Lisrel. Results show that Relative advantage and Result demonstrability significantly influence passenger’s intention towards adopting MMS in Iran. At last, the implications of the findings are discussed.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, MMS, Innovation Diffusion Theory
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-57419ISRN: LTU-PB-EX--08/063--SELocal ID: e164ce8e-06eb-4791-a4be-2aaa1e596d50OAI: diva2:1030806
Subject / course
Student thesis, at least 30 credits
Educational program
Electronic Commerce, master's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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