An Empirical Study of Consumer Adoption on Mobile Data Services (MDS) in China

Focused on the mobile data service market, influence factors of customer behavior intention are discussed in this paper. Through reviewing on the previous research papers, a conceptual model of customer adoption is developed and seven important factors are proposed, namely perceived usefulness, perceived ease of use, perceived security, perceived price, perceived enjoyment, need of uniqueness, social influence. Then we conduct a big sample of questionnaire investigation in Chinese mobile data services market. Our empirical findings are as follow: (1) social influence and price are the most important factors in MDS market, (2) perceived usefulness, perceived ease of use, perceived enjoyment, need of uniqueness, age and income also significantly impact on behavior intention, and (3) the influence from gender and perceived security to adoption intention are not significant.