An Extension of Technology Acceptance Model: Analysis of the Adoption of Mobile Data Services in China

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. Copyright# 2009 JohnWiley & Sons, Ltd.