An Empirical Study About Adoption of a New Mobile Service in China

Recently, there has been a dramatic increase in multimedia message service as a great mobile service in China; however, most of the mobile-phone users have never used it and little is published about what motivates people to participate in this service. This study focuses on extrinsic and intrinsic motivation, media richness theory for the use of multimedia message service. An electronic Web page survey was used to collect the data required for the study. The proposed model was empirically tested using data collected and structural equation modeling technique was used to evaluate the casual model. Our findings indicated that all variables directly or indirectly significantly affected user´s behavioral intent. The implication of this work to both researchers and practitioners is discussed.