An Acceptance Model of Wireless Mobile Data Services in China: Combining TAM with Consumer Behavior Model

With the development of mobile communication technology, wireless mobile data services have experienced a rapid growth in China. But the acceptance of those services is not well enough. In this paper, we considered the wireless mobile data services as an integrated service, and constructed an acceptance model by combining the technology acceptance model with Hawkins´s consumer behavior model to analyze the adoption of wireless mobile data services in China. Through the analysis of the data collected online from 6 provinces, we find out personal innovativeness to information technology and superior social influence impact acceptance of wireless mobile data services through user´s perceptional beliefs, and personal curiosity and peer social influence the actual using behavior directly.