Soscia, Isabella; Arbore, Alessandro; Hofacker, Charles F. - In: Journal of Research in Interactive Marketing 5 (2011) 2/3, pp. 226-238
Purpose – The purpose of this paper is to look at television delivered to a mobile device, in order to better understand the adoption of such services. The research focuses on the role of trial in new technology‐based services adoption. The authors hypothesize that trial increases both...