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Dimensions of mobile service adoption – a systematic literature review

Vishal Kulshrestha (Amity International Business School, Amity University, Noida, India)
Kokil Jain (Department of Marketing, Fortune Institute of International Business, New Delhi, India)
Tarun Dhingra (Department of Strategy and IB, Fortune Institute of International Business, New Delhi, India)

South Asian Journal of Business Studies

ISSN: 2398-628X

Article publication date: 5 April 2022

Issue publication date: 30 August 2023




The goal of this paper is to identify the main factors influencing mobile service adoption and define a universally applicable holistic concept capable of explaining all types of mobile service adoption that will be useful to all stakeholders.


A systematic method was used to identify and select relevant articles for appraisal and analysis of their data, as well as to summarize existing research in mobile service adoption studies.


After reviewing and analyzing the articles, 25 major variables were identified. According to the article analysis, usefulness and experience were identified as the primary motivators for adoption, and that negative barriers to adoption must be controlled in order to improve adoption. Demographics play a role in adoption and technology acceptance model (TAM) emerged as the most suitable model to study the variables affecting mobile service adoption.

Research limitations/implications

The generic concept of mobile services adoption will help industry stakeholders and researchers to use a more focused approach to study and encourage adoption and use of mobile services. Empirical testing of the proposed concept is a limitation which can also be a future scope of the study.


The review provides a holistic mobile services adoption process which is able to define adoption for all kinds of mobile services and is universally applicable as well. The study presents potential implications and relevant insights in mobile services adoption and contributes to a better understanding of mobile service adoption process.



This paper forms part of a special section “Role of technology in E-commerce: Bright and the Dark Side”, guest edited by Abhishek Behl and Justin Zuopeng Zhang.


Kulshrestha, V., Jain, K. and Dhingra, T. (2023), "Dimensions of mobile service adoption – a systematic literature review", South Asian Journal of Business Studies, Vol. 12 No. 3, pp. 345-373.



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