Title: The role of technology readiness in consumers' adoption of mobile internet services between South Korea and China

Authors: Jong Chul Oh; Sung Joon Yoon; Namho Chung

Addresses: Department of Business Administration, Ansan University, 752 Il-dong, Sangrok-gu, Ansan-si, Gyeonggi-Do 426-701, Republic of Korea ' Department of Business Administration, Kyonggi University, Seodaemun-gu, Choongjongro 2ga, Seoul 120-702, Republic of Korea ' College of Hotel & Tourism Management, Kyung Hee University, 1 Hoegi-dong, Dongdaemun-gu, Seoul 130-701, Republic of Korea

Abstract: This study built a causal model using the technology readiness and acceptance model (TRAM) to identify the factors influencing the adoption of mobile internet services in South Korea and China. In order to compare South Korea and China, a survey was conducted of 348 people who had experience with using mobile internet services. This study identified the factors influencing the motivation of mobile internet service consumers to use the services. According to the structural equation model analysis, South Koreans turned out to be more highly influenced by the drivers of positive technology readiness such as innovativeness and optimism when compared with Chinese users. Chinese were less influenced by positive technology readiness factors such as innovativeness and optimism than were South Koreans. Chinese were influenced more by negative technology readiness factors such as discomfort and insecurity.

Keywords: mobile internet services; technology readiness; technology acceptance model; TAM; smartphones; mobile communications; South Korea; China; mobile services; m-services; structural equation modelling; SEM; technology adoption; innovativeness; optimism; discomfort; insecurity.

DOI: 10.1504/IJMC.2014.061460

International Journal of Mobile Communications, 2014 Vol.12 No.3, pp.229 - 248

Published online: 30 Apr 2015 *

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