Faculty of Business and Public Management
School of Management
Mobile commerce is experiencing rapid growth. The underlying reasons for adoption of mobile services at the individual level are still unclear. The aim af this paper is to examine theoretical explanations for mobile adoption and to assess the significance of perceived values as an explanatory theory at the individual level. An understanding of consumers' perceived values can be useful for organisations since it has a deeper explanatory capability because it examines the intrinsic rationale in the decision making process. These can be more easily used/or predictive purposes.