Dr. Vishal Kulshrestha
@srmup.in
Assistant Professor Faculty of Management
SRM IST Delhi-NCR
EDUCATION
PhD from Amity University
MBA fron Narsee Monjee Institute of Management Studies, Mumbai
RESEARCH INTERESTS
Marketing and Consumer Behavior
Scopus Publications
Scholar Citations
Scholar h-index
Scopus Publications
Vishal Kulshrestha, Kokil Jain, and Tarun Dhingra
Emerald
PurposeThe goal of this paper is to identify the main factors influencing mobile service adoption and define a universally applicable holistic concept capable of explaining all types of mobile service adoption that will be useful to all stakeholders.Design/methodology/approachA systematic method was used to identify and select relevant articles for appraisal and analysis of their data, as well as to summarize existing research in mobile service adoption studies.FindingsAfter reviewing and analyzing the articles, 25 major variables were identified. According to the article analysis, usefulness and experience were identified as the primary motivators for adoption, and that negative barriers to adoption must be controlled in order to improve adoption. Demographics play a role in adoption and technology acceptance model (TAM) emerged as the most suitable model to study the variables affecting mobile service adoption.Research limitations/implicationsThe generic concept of mobile services adoption will help industry stakeholders and researchers to use a more focused approach to study and encourage adoption and use of mobile services. Empirical testing of the proposed concept is a limitation which can also be a future scope of the study.Originality/valueThe review provides a holistic mobile services adoption process which is able to define adoption for all kinds of mobile services and is universally applicable as well. The study presents potential implications and relevant insights in mobile services adoption and contributes to a better understanding of mobile service adoption process.
Vishal Kulshrestha and Kokil Jain
Associated Management Consultants, PVT., Ltd.