Mobile internet diffusion in China: an empirical study

摘要

Purpose - The purpose of this paper is to investigate the diffusion process of mobile internet usern(MIU) in China and to explore the determinants driving MIU.rnDesign/methodology/approach - A survey was conducted to collect data to empirically assess thernresearch model. In total, 736 usable responses were collected using a questionnaire derived fromrnprevious research. Both the structural equation model and partial least squares were used to study thernmodel concerning different user groups.rnFindings - The results indicate that there are significant differences in the users' perceptions ofrnmobile internet usage during its different innovation diffusion stages. Of the determinants, perceivedrnenjoyment is the most important predictor of MIU.rnPractical implications - In addition to motivating users by making services more enjoyable, thernfindings suggest that practitioners should take the differences of adopter groups into account. Makingrnthe mobile internet easy to use and compatible with users' lifestyles would promote the use ofrntechnology as well.rnOriginality/value - Few studies have investigated the differences between user groups whenrnstudying mobile internet diffusion, especially in China, which is reaching a critical stage in this regard.