Two-Sided Adoption of Mobile Marketing Platforms: Towards an Integrated Conceptual Model

This paper proposes an integrated conceptual model for analyzing user adoption behaviors towards mobile marketing platforms from a two-sided market perspective. Both the consumer side and the merchant side are modeled based on extending classical theories with newly introduced factors reflecting cross network effects, and the two sides are integrated in the overall model which reveals the dynamic interaction between the evolutions of the two user groups through the platform. The model is expected to extend the current scope of IT/IS adoption research, as well as to generate valuable contributions to the two-sided market literature. The design of an empirical test for the proposed model is also presented and discussed.