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Factors were compared using Pairwise Comparison Method (PCM). Results of the analysis show that intermediary factors have the highest impact on users' intention to adopt mobile services followed by service characteristics factors and social factors respectively. The study provides an insight and information about factors influencing users' adoption of mobile services in Thailand.<\/jats:p>","DOI":"10.4018\/ijisss.2014070104","type":"journal-article","created":{"date-parts":[[2014,11,20]],"date-time":"2014-11-20T20:29:42Z","timestamp":1416515382000},"page":"60-79","source":"Crossref","is-referenced-by-count":2,"title":["Understanding Factors Affecting Mobile Services Adoption"],"prefix":"10.4018","volume":"6","author":[{"given":"Tugrul U","family":"Daim","sequence":"first","affiliation":[{"name":"Department of Engineering and Technology Management, Portland State University, Portland, OR, USA"}]},{"given":"Fahad","family":"Aldhaban","sequence":"additional","affiliation":[{"name":"Department of Engineering and Technology Management, Portland State University, Portland, OR, USA"}]},{"given":"Jay","family":"Justice","sequence":"additional","affiliation":[{"name":"Department of Engineering and Technology Management, Portland State University, Portland, OR, USA"}]},{"given":"Nuri","family":"Basoglu","sequence":"additional","affiliation":[{"name":"Department of Management Information Systems, Bogazici University, Istanbul, Turkey"}]}],"member":"2432","reference":[{"key":"ijisss.2014070104-0","author":"I.Ajzen","year":"1980","journal-title":"Understanding attitudes and predicting social behavior"},{"key":"ijisss.2014070104-1","doi-asserted-by":"crossref","unstructured":"Atici, B., & Bati, U. 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