An empirical analysis of mobile internet acceptance from a value-based view

This research aims to examine individual acceptance of mobile internet from a holistic view of mobile service attributes. The value-based Technology Adoption Model (TAM) is extended by incorporating the main characteristics of mobile internet. The proposed model is verified through a survey of 519 mobile users in China. Our findings reveal that aside from the traditional predictor usefulness in TAM, attributes such as entertainment, ubiquity and network externality have significant effects on perceived value, which in turn influences the intention to reuse. In addition, three value-added characteristics of mobile internet services, namely: informativeness, personalisation and compatibility, indirectly affect perceived value through usefulness and ease of use. The results and discussion of the attributes of mobile services from this study can be used as reference by service providers in designing and developing successful business applications.