In order to increase profits, a growing number of telecommunication firms and related services industries are offering mobile service products that integrate marketing and trade functions for both firms and consumers. This study discusses key marketing factors in terms of both case studies and statistics to develop integrated quality and quantity evaluations for mobile service innovations. Technology acceptance model and innovation diffusion theory are both referenced in developing a conceptual framework to verify consumer attitudes and adoption behaviours toward mobile service innovations. Research results have verified that the specific factors of TAM and IDT positively affect consumer attitudes toward the adoption of mobile services, and that higher adoption attitudes effectively increase consumer usage intentions. Furthermore, self-efficacy levels of consumers play significant negative moderating roles on the specific marketing factors that influence adoption attitudes. Study findings provide development directions and promotion strategies for mobile service innovations in the mobile commerce market.