Exploring Consumer Attitudes towards Mobile Music Services

International Journal on Media Management, Vol. 5 No. 2, pp. 138-148

11 Pages Posted: 21 Sep 2008

See all articles by Pavlos A. Vlachos

Pavlos A. Vlachos

ALBA Graduate Business School,The American College of Greece

Adam Vrechopoulos

Athens University of Economics and Business

George Doukidis

Athens University of Economics and Business - Department of Management Science and Technology

Date Written: August 2003

Abstract

The emerging capabilities of mobile telephony provide a promising alternative commerce channel, contributing to the configuration of the appropriate conditions for the forthcoming communication industry convergence. Elaborating on the rapid evolutions on the mobile commerce landscape, this paper investigates consumer attitudes towards mobile music services through an exploratory research approach conducted in Finland, UK and Greece. The objective of this study is to support content providers and mobile operators to capitalize on the unexplored marketing challenges existing in the virgin territory of mobile music. The findings indicate that content-centric criteria (i.e., sound/image quality and content variety) are the most critical success factors for mobile music diffusion and consumer adoption, while content personalization capabilities, ubiquity, and easy-to-use interfaces constitute for the consumers the most desired features of a mobile music application. Significant differences were observed between consumers willing to adopt mobile music services and those that are not, in terms of the importance they assign to specific mobile music application selection criteria and features. Finally, significant differences were observed between the investigated countries in terms of consumersïFFD willingness to adopt mobile music services.

Suggested Citation

Vlachos, Pavlos A. and Vrechopoulos, Adam and Doukidis, George, Exploring Consumer Attitudes towards Mobile Music Services (August 2003). International Journal on Media Management, Vol. 5 No. 2, pp. 138-148. Available at SSRN: https://ssrn.com/abstract=1270554

Pavlos A. Vlachos (Contact Author)

ALBA Graduate Business School,The American College of Greece ( email )

6-8, Xenias str., Ampelokipoi
Athens, 115 28
Greece

HOME PAGE: http://www.alba.acg.edu

Adam Vrechopoulos

Athens University of Economics and Business ( email )

76 Patission Street
Athens, 104 34
Greece

HOME PAGE: http://www.dmst.aueb.gr

George Doukidis

Athens University of Economics and Business - Department of Management Science and Technology ( email )

Athens GR-11362
Greece

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