Mobile Video Telephony Service Adoption : A Value-based Approach

Korean telecommunications industry has a large scale market and boasts on high service quality and high technologies enough to provide the mobile video telephony service(the VTS) satisfactorily. For many years, Korean telecommunications companies have been investing enormous amount of money to advertise their VTS widely and to allow their customers to change their cell phones for the 3G(the third generation) devices indispensable for the VTS. However, despite their efforts, the VTS adoption rate in Korea is very low as of January, 2010 and it seems that customers seldom feel the necessity to use. From this viewpoint, it becomes necessary to identify antecedents influencing the intention to use for the VTS empirically. For this purpose, we have proposed several hypotheses from the perspective of the Value-based Adoption Model(VAM). We conducted a survey and found the several factors which influence the value perception of VTS.