Recent research on the factors affecting customer adoption of social media has been conducted by many scholars, but no research can be found to be carried out from the perspective of social media characteristics. The purpose of this study is to fill this void. Our conceptual framework incorporates customer adoption intention as endogenous variable and social media characteristics (information openness, participation, interaction, sharing, and connectedness) as exogenous variables. According to the 624 samples surveyed online, we had a data analysis by running the software of AMOS 7.0 and SPSS 17.0. Our findings demonstrated that information openness, participation, interaction, sharing and connectedness positively affect customer adoption intention.

Though Chinese telecom operators has provided 3G service to their customers for more than three years, the study of the factors affecting customer adoption of 3G service in China has not been conducted yet by scholars. The purpose of this study is to fill this void. Through the investigation of the samples of 413 customers of 3 Chinese telecom operators and the data analysis run by AMOS 18.0 and SPSS 18.0, we found that perceived value has a positive impact on customer adoption, that perceived enjoyment and perceived service quality have a positive impact on perceived value respectively, and that perceived safety and perceived price has a negative impact on perceived value respectively. However, we found unexpectedly that industry standard has no impact on perceived value.