is a Full Professor of Marketing with the Faculty of Technology Management, Eindhoven University of Technology, the Netherlands. His main research interests are: new product development, electronic marketing, quality management, (online) marketing research, service marketing and management, relationship marketing and innovation and technology management. He has published more than 40 articles in international journals and has contributed more than 50 papers to conference proceedings. Abstract M-commerce has been heralded repeatedly as the new service frontier of the millennium. Present market reality, however, seems to be less optimistic. Therefore, the current study explores the factors contributing to the adoption of mobile services in a context of wireless finance. The technology acceptance model was used as a point of departure. For this study, perceived cost, system quality and social influence were added to the model, and the latter two displayed significant effects in the empirical research. Moderating effects of the variables age, computer skills, mobile technology readiness and social influence were investigated, all of which proved to be relevant in the context presented.
Ko de Ruyter