Subscription of Mobile Services: The Role of TAM and Trust

This study uses the technology acceptance model (TAM) and trust to examine the factors that influence the subscription to mobile services. Using data collected from mobile phone users in China via questionnaires, a total of 220 completed surveys available. We analyzed the data using structural equations modeling. We find that perceived usefulness, perceived trust, and perceived service cost affect mobile service subscribers´ behavioral intention and that their trust in the service providers plays a significant role in the formation of their perceived trust. However, perceived trust has little effect on non-subscribers´ intention. Our results also show how the availability of trial offers affects subscribers´ and non-subscribers´ intentions differently.