An extension of technology acceptance model: Analysis of the adoption of mobile data services in China

Abstract

Mobile data services are entering into all aspects of people's life and are expected to be an important revenue source of telecom carriers. Nevertheless, the acceptance pace of mobile data services is slower than the expected level projected by the telecommunication industry. This research investigated the reason that people use mobile data services in China. Combined with subscribers' experience factors, an extended technology acceptance model (TAM) for mobile data services was presented. The model was tested using data collected from 802 mobile subscribers. The findings of the study indicate that mobile voice service and innovation experience of mobile data services affect subscribers' consumption intention greatly; subscribers' perceived ease-of-use and brand experience influence subscribers' attitude towards mobile data services largely. Promotion of mobile data services is most effective when it is promoted with perfect voice service experience. Additionally, our findings suggest that mobile service carriers need to enhance their investments in mobile data services' R&D. Collaboration among the value chain members of mobile data services will promise cutting-edge new products and services. Using system methodology, a mobile data service infusion system model was constructed to explain the general adoption rules of mobile data services. The adoption of mobile data services in mobile logistics area was also discussed.

Modeling users’ acceptance of mobile services

“…It is defined as "the degree to which a person believes that using a particular system would enhance his or her job performance" [20]. Perceived usefulness has been included as a construct in a number of surveys for different types of technologies and systems, such as mobile payments [15], mobile commerce [48], mobile data services in China [57], application frameworks [56], eCRM [17], and generally, technology adoption models [35,62,69,72]. In all the above studies, the perceived usefulness of the technology concerned influences positively individuals' adoption intention of this technology.…”

Consumer adoption of mobile technologies: a literature review

“…For example, for Chinese users' intention to use was greatly influenced by voice service quality (Qi et al, 2009). In addition, factors…”

User acceptance towards optical character recognition for international call Apps: Comparing the accuracy of the prediction by neural networks and SPSS equation

“…Many research studies that propose adoption intention models clearly authenticate the positive significance of perceived ease of use on perceived usefulness on the subject of a variety of technology topics such as mobile commerce (Wang et al, 2008), mobile data services (Qi et al, 2009); or general technology acceptance models (Hittleman and Simon, 1997). Thus, it is rational to hypothesize that the same relationship could be integrated into this research study that focused on the User's acceptance of OCRIC apps mobile services.…”

“…It is explained as "the extent or level to which a person accepts as true that using a particular system would augment his or her job performance" (Zarmpou et al, 2012). The construct, Perceived usefulness, has been incorporated as a construct in a number of surveys for several kinds of technologies and systems, such as mobile payments (Chen, 2008), mobile commerce (Min et al, 2008) mobile data services in China (Qi et al, 2009), application frameworks (Polančič et al, 2010) eCRM (Chen et al, 2007), and generally, technology adoption models. In summary, the perceived usefulness of the technology concerned in each research study as stated above has positive significance on individuals' adoption intention of the technology.…”

“…This has been integrated as a construct in a number of research studies for diverse types of technologies and systems. Good examples are mobile data services in Qi et al (2009), application frameworks (Polančič et al, 2010), and generally new technologies (Wu and Wang, 2005). In all the mentioned research studies, the perceived ease of use of the technology has a direct positive consequence on the behavioural intention to use specific technology studied every time.…”