Adoption of Mobile Content Service in 3G Era: An Empirical Analysis in China

Conference paper
Part of the Lecture Notes in Electrical Engineering book series (LNEE, volume 135)


In 3G era, mobile network operators and content providers must provide mobile content service accepted by consumers to obtain more profits. It is crucial to investigate the antecedents of adoption of mobile content service and the way they interact. In this paper, we explore how customers perceive and adopt mobile content service in China. We first extend the technology acceptance model (TAM) by integrating innovation of consumer, external influence, and perceived financial cost. Then some hypotheses are raised and tested using structural equation modeling. We find that the TAM is also correct in the situation of mobile commerce. In addition, innovation of consumer, external influence, and perceive financial cost have influence on the intention of adopting mobile content service. Managerial insights are generated in the last part of this paper.


Mobile content service Technology adoption Technology accepted model (TAM) Structural equation modeling 



This research was supported by the National Social Science Foundation of China under Grant No. 10CGL078(The reaearch on Adoption and Diffusion of Mobile Content Service).


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Copyright information

© Springer Science+Business Media, LLC 2012

Authors and Affiliations

  1. 1.Institute of Finance and Trade EconomicsChinese Academy of social scienceBeijingChina
  2. 2.Faculty of Management and AdministrationMacau University of Science and TechnologyMacauChina
  3. 3.School of ManagementQufu Normal University RizhaoShandongChina

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