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An Empirical Examination on Mobile Services Adoption in Rural China

Feng Hu, Yong Liu, An Empirical Examination on Mobile Services Adoption in Rural China. International Journal of Digital Content Technology and its Applications 5(1), 328–334, 2011.

Abstract:

Whilst most of current studies on mobile services are based on urban users, this paper focuses on users living in rural China. Considering colossal urban-rural differences in life style in developing countries, such as India and China, the research in this regard would offer some fresh insights for both practitioners and researchers concerning rural customers. Based on 207 questionnaires, the paper empirically assesses the factors driving mobile services adoption in rural area. The results indicate that relative advantages, compatibility and observability significantly predict behavioral intention to use mobile services. Behavioral intention, together with trialability and compatibility, significantly influence actual use of mobile services. Both theoretical and practical contributions are discussed.

BibTeX entry:

@ARTICLE{jHuLi11a,
  title = {An Empirical Examination on Mobile Services Adoption in Rural China},
  author = {Hu, Feng and Liu, Yong},
  journal = {International Journal of Digital Content Technology and its Applications },
  volume = {5},
  number = {1},
  pages = {328–334},
  year = {2011},
}

Belongs to TUCS Research Unit(s): Institute for Advanced Management Systems Research (IAMSR)

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