Mobile Manufacturer or Service Provider? An Empirical Study on Consumers' Adoption Intention

As mobile manufacturers today seek to attract consumers by increasingly integrating mobile services into their products, little research is available regarding whether and to what degree this new feature of mobile phone would motivate consumers' purchase intention. Concerning m-learning, this study investigates the relationship among users' intentions to adopt mobile service, service-enabled-phone as well as intention to pay for the new phone functionality. Based on 209 useful responses, this study suggests that users' intention to adopt m-learning would impact their intention to acquire facilitating conditions (specific m-learning enabled mobile phones). Theoretical and practical implications are discussed in the present paper as well.