Adoption of Mobile Content Service in 3G Era: An Empirical Analysis in China
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.
KeywordsMobile 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).
- 1.Coursaris C, Hassanein K (2002) Understanding M-commerce a consumer-centric model [J]. Q J Electron Commer 3(3):247–271Google Scholar
- 8.Rogers EM (1995) Diffusion of Innovations, 4th edn. The Free Press, New YorkGoogle Scholar
- 11.Engel J, Blackwell R, Miniard P (2001) Consumer Behavior [M]. Dryden Press, OrlandoGoogle Scholar
- 16.Carroll J, Howard S, Vetere F, Peck J, Murphy J (2002) Just what do the youth of today want? Technology appropriation by young people [C]. In: 35th annual Hawaii international conference on system sciences (HICSS’02)-vol 5, p 131Google Scholar
- 17.Venkatesh V, Morris M, Davis G, Davis F (2003) User acceptance of information technology: toward a unified view [J]. MIS Q 27:425–478Google Scholar
- 24.Pedersen PE (2005) Adoption of mobile internet services: an exploratory study of mobile commerce early adopters [J]. J Organ Comput Electron Commer 15:203–222Google Scholar
- 26.Hair JF, Anderson RE, Tatham RL, Black WC (2005) Multivariate Data Analysis with Readings [M]. Prentice-Hall, New JerseyGoogle Scholar