The Diffusion of Mobile Social Network Service in China: The Role of Habit and Social Influence

摘要

The present paper aims to investigate Chinese users' behavior toward adoption of mobile social network services. Based on a sample of 336 respondents who use the most popular mobile social network services (Tencent QQ) in China, structural equation modeling analysis suggests that, use context, habit, social influence, critical mass and ubiquitous ness of social network service make unique contributions to our understanding of mobile social network service acceptance behavior.