Examining Behavioral Intention Toward Mobile Services: An Empirical Investigation in Greece

This study presents a conceptual model that combines perceived ease of use, perceived usefulness, innovativeness, trust, demographic characteristics and relationship drivers in order to examine their influence on the mobile services’ adoption intention. The proposed model is empirically tested using data collected from a survey with questionnaires conducted in Greece. The results are analyzed through factor analysis, stepwise regression analysis, and ANOVAs. The findings show that individuals’ innovativeness, their educational level, and the relationship ties between the users and the mobile services are key factors to encourage m-services’ adoption. The results provide interesting insights and useful hints to practitioners and researchers.