Understanding Factors Affecting Mobile Services Adoption: Case of Thailand

Popularity of mobile services is increasing rapidly in Thailand and it is influencing daily life, business, and markets. Recently, more attention has been drawn towards mobile services due to the adoption of 3G in Thailand. This enhanced the competition in the telecommunication industry. Consequently, it became very critical for mobile services providers to better understand users and factors that affect users' adoption of mobile services. This paper aims to identify and study factors that impact mobile services adoption in Thailand. Factors and sub factors were identified and a survey was conducted. Factors were compared using Pairwise Comparison Method (PCM). Results of the analysis show that intermediary factors have the highest impact on users' intention to adopt mobile services followed by service characteristics factors and social factors respectively. The study provides an insight and information about factors influencing users' adoption of mobile services in Thailand.