Intention to Use Mobile Commerce: A Demographic Analysis of the Chinese Market

China has seen the most rapid growth in the development of mobile communications in the world. Many existing mobile users have an established comfort level with mobile device functionality. This may alleviate their reluctance to conduct mobile commerce (m-commerce) activities. Thus, m-commerce has a potentially exceptional future in China. However, technology development is seriously challenged when users are slow to make decision to adopt the new technology. Enhanced functionality and greater levels of mobile services require an in-depth understanding of consumer characteristics and behavior. Corporations continue to evaluate how individual products and services should be offered for specific consumer groups based on their individual characteristics. To the best of the author’s knowledge, little work has been directed at understanding m-commerce users in china. More specifically, the intention to use specific mcommerce services for a variety of demographic bases needed for effective market segmentation and generating value for the Chinese M-commerce user remains largely unstudied. This study investigates the consumers’ intention to perform various m-commerce activities and provide valuable insights for effective strategic market segmentation to create value for M-commerce in China. The results provide managers of m-commerce services, seeking to enter the Chinese marketplace, specific information about the Chinese mcommerce users' intention to use m-commerce services based on various individual characteristics.