Title: Understanding mobile communication and entertainment service usage: a comparison study

Authors: Yaobin Lu, Zhiyu Chen, Bin Wang

Addresses: School of Management, Huazhong University of Science and Technology, Wuhan, 430074, PR China. ' School of Management, Huazhong University of Science and Technology, Wuhan, 430074, PR China. ' College of Business Administration, University of Texas-Pan American, Edinburg, TX 78539, USA

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.

Keywords: theory of planned behaviour; decomposed TPB; mobile service usage; e-commerce; electronic commerce; mobile commerce; m-commerce; mobile entertainment services; China; mobile communications; consumer attitudes; subjective norms; perceived behavioural control; behavioural intentions; trust; personal innovativeness; operational directions; m-services.

DOI: 10.1504/IJIEM.2010.032169

International Journal of Internet and Enterprise Management, 2010 Vol.6 No.3, pp.193 - 212

Available online: 13 Mar 2010

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