In addressing competition, telecommunications operators are faced with the challenge of creating products that lure customers from their competitors and keeping their existing customers. Researchers posit that the successful implementation and wide scale adoption of mobile commerce services is best achieved by understanding consumers’ attitude, interests and needs. The purpose of this study is to utilize the design science paradigm to address the creation of a mobile valueadded service that meet the need of consumers and to evaluate the said service for its suitability and potential adoption in Jamaica using the Technology Acceptance Model. The results suggest that consumer interest is driven by events that are related to social experiences. The evaluation of the artifact highlighted that perceived ease of use, perceived usefulness, attitude and demographic variables, age and gender, play a role in the behaviour intention to adopt the service.
Available at: http://works.bepress.com/opal_donaldson/4/