Academy of Strategic Management Journal (Print ISSN: 1544-1458; Online ISSN: 1939-6104)


Determinants for the Adoption of Mobile Entertainment Service in Nigeria: The Case of Caller Tunes Service

Author(s): Foluke Okocha, Emmanuel Oluwatobi Asani

Caller tunes services offers great benefits to consumers but adoption has been slow in Nigeria. This study explores the determining factors of caller ring tunes service in Nigeria using the Technology Acceptance Model. Respondents were sampled from secondary schools, polytechnics and Universities in Nigeria. Findings revealed the role of Perceived Usefulness, Perceived Ease of Use, Social Influence and Economic Issues in the acceptance of Caller ring tunes in Nigeria. This study builds on the existing knowledge by understanding the key variables that lead to the acceptance of caller tunes service. It is pertinent for telecommunication providers to give concentration to these key areas that trigger the acceptance of entertainment services due to the huge potential of investments available in this sector.

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