Multimedia Messaging Services (MMS) is a new medium that enriches people's personal communication withtheir business partners, friends, or family. Following the success of Short Message Services, MMS has the potential to be the next mobile commerce "killer application" which is useful and popular among consumers; however, little is known about why people intend to accept and use it. Building upon the motivational theory and media richness theory, the research model captures both extrinsic (e.g., perceived usefulness and perceived ease of use) and intrinsic (e.g., perceived enjoyment) motivators as well as perceived media richness to explain user intention to use MMS. An online survey was conducted and 207 completed questionnaires were collected. By integrating the motivation and the media richness perspectives, the research model explains 65% of the variance. In addition, the results present strong support to the existing theoretical links as well as to those newly hypothesized in this study. Implications from the current investigation for research and practice are provided.
IntroductionThe extensive coverage of mobile telecommunication infrastructure, the dramatic increase in mobile penetration rate, the advances in wireless communication technology, and the tremendous growth of mobile messaging volume add up to the prosperity of mobile commerce (m-commerce). M-commerce refers to electronic commerce activities conducted using mobile devices such as mobile phones or personal digital assistants (Mennecke & Strader, 2002). It is believed that Multimedia Messaging Service (MMS) will be the next promising m-commerce "killer application" (i.e., an application which provides great value to end users and therefore is popular among consumers). MMS is a natural evolution from Short Message Service (SMS) text messaging, which already has a large user base especially in Europe and Asia. It allows users to perform multimedia communication (i.e., exchanging messages containing text, graphics, images, audio clips, and even video clips) with capable mobile phones and other devices, for both information exchange and entertainment purposes. A brief summary of the characteristics of SMS and MMS is shown in Table 1.As mobile telecommunication technology advances, MMS will become one of the most basic services of mobile communication as well as a promising m-commerce enabling service. Strategy Analysis predicted that the revenue from MMS usage will grow to US$22 billion by 2008(Telecomworldwide, 2003. Ovum, a telecommunication consulting firm, also estimated that by the end of 2007, the global annual revenues from MMS-based services will be US$31 billion from person-to-person applications (e.g., enriched text messaging, photo sharing, and audio messaging) and US$39 billion from machine-to-person applications (e.g., entertainment services, interactive games, and any kind of information) (Secker, 2002). All these optimistic predictions, however, cannot be realized if prospective users do not readily accept and use MMS, no matter how h...