An extension of technology acceptance model: Analysis of the adoption of mobile data services in China

Jiayin Qi · Ling Li · Yuanquan Li · Huaying Shu

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Technology Adoption and User Behaviour ICT Impact and Policies Innovation Diffusion and Forecasting

Abstract

Abstract Mobile data services are entering into all aspects of people's life and are expected to be an important revenue source of telecom carriers. Nevertheless, the acceptance pace of mobile data services is slower than the expected level projected by the telecommunication industry. This research investigated the reason that people use mobile data services in China. Combined with subscribers' experience factors, an extended technology acceptance model (TAM) for mobile data services was presented. The model was tested using data collected from 802 mobile subscribers. The findings of the study indicate that mobile voice service and innovation experience of mobile data services affect subscribers' consumption intention greatly; subscribers' perceived ease‐of‐use and brand experience influence subscribers' attitude towards mobile data services largely. Promotion of mobile data services is most effective when it is promoted with perfect voice service experience. Additionally, our findings suggest that mobile service carriers need to enhance their investments in mobile data services' R&D. Collaboration among the value chain members of mobile data services will promise cutting‐edge new products and services. Using system methodology, a mobile data service infusion system model was constructed to explain the general adoption rules of mobile data services. The adoption of mobile data services in mobile logistics area was also discussed. Copyright © 2009 John Wiley & Sons, Ltd.

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References

1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology 1989User Acceptance of Computer Technology: A Comparison of Two Theoretical Models 2000A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies 1993Research methods for business: A skill building approach 1995Understanding Information Technology Usage: A Test of Competing Models 1985A technology acceptance model for empirically testing new end-user information systems : theory and results 1993User acceptance of information technology: system characteristics, user perceptions and behavioral impacts 2000Why Don’t Men Ever Stop to Ask for Directions? Gender, Social Influence, and Their Role in Technology Acceptance and Usage Behavior1

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