Understanding mobile communication and entertainment service usage: a comparison study
by Yaobin Lu, Zhiyu Chen, Bin Wang
International Journal of Internet and Enterprise Management (IJIEM), Vol. 6, No. 3, 2010

Abstract: Mobile commerce has experienced tremendous growth in China. We explore the antecedents to mobile service usage based on the Theory of Planned Behaviour (TPB) and the decomposed TPB. By examining mobile communication and entertainment service adoption, we find that attitude, subjective norm and perceived behavioural control are determinants of the behavioural intention. Trust and personal innovativeness predict attitude for both services, whereas enjoyment is closely related to attitude in Mobile Entertainment Service (MES) adoption. We also identify differences in the results across the two services examined, indicating separate operational directions for them both theoretically and practically.

Online publication date: Sat, 13-Mar-2010

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