Adoption Behavior of Digital Services: An Empirical Study Based on Mobile Communication Networks

摘要

Mobile communication has brought us into a network connecting with lots of people. This social network draws companies' attention because of it marketing value. Thus, it is important for companies to know the characteristics of this network and how user position will influence the product adoption process. This paper discusses the properties and what kind of people is more likely to adopt new products and services. Further, we use the Fetion case, which is one of the services of China Mobile, to conduct empirical analysis to test our hypothesis.