Title: An empirical analysis of mobile internet acceptance from a value-based view

Authors: Xiaoli Chong; Jinlong Zhang; Kin-Keung Lai; Lei Nie

Addresses: School of Management, Huazhong University of Sci. & Tech., 1037#, Luoyu Road, Wuhan, Hubei province, China. ' School of Management, Huazhong University of Sci. & Tech., 1037#, Luoyu Road, Wuhan, Hubei province, China. ' P7610, Academic Building, City University of Hong Kong, 83 Tat Chee Avenue, Kowloon Tong, Hong Kong. ' The Department of Service Innovation of China Mobile (Shenzhen) Co., Ltd, Futian District, Shenzhen, China

Abstract: This research aims to examine individual acceptance of mobile internet from a holistic view of mobile service attributes. The value-based Technology Adoption Model (TAM) is extended by incorporating the main characteristics of mobile internet. The proposed model is verified through a survey of 519 mobile users in China. Our findings reveal that aside from the traditional predictor usefulness in TAM, attributes such as entertainment, ubiquity and network externality have significant effects on perceived value, which in turn influences the intention to reuse. In addition, three value-added characteristics of mobile internet services, namely: informativeness, personalisation and compatibility, indirectly affect perceived value through usefulness and ease of use. The results and discussion of the attributes of mobile services from this study can be used as reference by service providers in designing and developing successful business applications.

Keywords: mobile communications; mobile internet; TAM; technology adoption model; perceived value; service characteristics; services; mobile users; China; service providers; entertainment; ubiquity; network externality; intention to reuse; informativeness; personalisation; compatibility.

DOI: 10.1504/IJMC.2012.048886

International Journal of Mobile Communications, 2012 Vol.10 No.5, pp.536 - 557

Available online: 07 Aug 2012 *

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