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Mobile internet diffusion in China: an empirical study

Yong Liu (IAMSR, TUCS, Åbo Akademi University, Turku, Finland)
Hongxiu Li (Information Systems Science Institute, Turku School of Economics, Turku, Finland)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 23 March 2010

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Abstract

Purpose

The purpose of this paper is to investigate the diffusion process of mobile internet use (MIU) in China and to explore the determinants driving MIU.

Design/methodology/approach

A survey was conducted to collect data to empirically assess the research model. In total, 736 usable responses were collected using a questionnaire derived from previous research. Both the structural equation model and partial least squares were used to study the model concerning different user groups.

Findings

The results indicate that there are significant differences in the users' perceptions of mobile internet usage during its different innovation diffusion stages. Of the determinants, perceived enjoyment is the most important predictor of MIU.

Practical implications

In addition to motivating users by making services more enjoyable, the findings suggest that practitioners should take the differences of adopter groups into account. Making the mobile internet easy to use and compatible with users' lifestyles would promote the use of technology as well.

Originality/value

Few studies have investigated the differences between user groups when studying mobile internet diffusion, especially in China, which is reaching a critical stage in this regard.

Keywords

Citation

Liu, Y. and Li, H. (2010), "Mobile internet diffusion in China: an empirical study", Industrial Management & Data Systems, Vol. 110 No. 3, pp. 309-324. https://doi.org/10.1108/02635571011030006

Publisher

:

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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