Mobile value-added services have drawn the attention of researchers and practitioners recently, due to the rapid development of the mobile telecommunications market. Various mobile-based services and applications have therefore been introduced in order to satisfy mobile phone subscribers’ needs. Facing intensive competition, service providers are eager to persuade mobile phone subscribers into using the mobile value-add services in the hope to expand market share and ultimately raise revenues. This study therefore intends to investigate the factors that influence mobile phone subscribers’ intention to use mobile value-added services in Iran by incorporating quality factors and perceived playfulness with the Technology Acceptance Model.
The proposed model has been applied as an empirical case for Iranian value added services and the results are analyzed.