Mobile Service Systems – A Conceptualization and Empirical investigation of Users’ Adoption

Recent innovation of service systems based on mobile networks span purposes such as communication (e.g., Snapchat), payment (e.g., Google Wallet) or couponing (e.g., SpotAd). These services are primarily used via mobile devices demanding users’ willingness to process personal data (e.g., messages, transactions, shopping preferences) and a number of other system actors to offer value. This research identifies key features of new Mobile Service Systems and tests a conceptual model of their adoption, using time-variant survey data of 500 users and their actual adoption behavior. The results demonstrate the impact of mobile network reach and mobile data confidentiality on multiple subjective outcomes (i.e. intention to use, service satisfaction, recommendation); yet, only satisfaction drives adoption behavior.