Title: An empirical analysis of factors influencing the adoption of Mobile Instant Messaging in China

Authors: Guoyin Jiang; Wenjuan Deng

Addresses: School of Information Management, Hubei University of Economics, Wuhan 430205, China. ' School of Information Management, Hubei University of Economics, Wuhan 430205, China

Abstract: This paper derive a theoretical model from Technology Acceptance Model (TAM) and social network theory to empirically elaborate how factors can effect on users| adoption of Mobile Instant Messaging (MIM). Based on an online and off-line survey data from a sample of 364 Chinese MIM users, structural equation model to analyse why Chinese users adopt MIM. The study reveals that social and technical factors significantly affect users| adoption of MIM. Perceived Usefulness (PU) is the most influential part in user|s attitude towards using MIM, followed by Perceived Entertainment (PE), cross-platform interaction and Perceived Ease Of Use (PEOU); perceived Synergy Value (SV) significantly affects PU and ease of use, while cross-platform OS and cost have negatively correlation with individual|s attitude. Implications for formulating business strategies so as to improve MIM product and customer service, and suggestions for future research are provided.

Keywords: mobile communications; MIM adoption; mobile instant messaging; social networks; TAM; technology acceptance model; China; structural equation modelling.

DOI: 10.1504/IJMC.2011.042777

International Journal of Mobile Communications, 2011 Vol.9 No.6, pp.563 - 583

Published online: 04 Oct 2011 *

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