Exploring Chinese consumer's perceptions of using new mobile technology : A qualitative study
Song, Jinzhu, Drennan, Judy, & Andrews, Lynda (2009) Exploring Chinese consumer's perceptions of using new mobile technology : A qualitative study. In Proceedings of Australia and New Zealand Marketing Academy Conference 2009, Melbourne, Victoria.
This study examines the case of Chinese consumer's intention to adopt the upcoming mobile technology, 3G. The qualitative study involved 45 in-depth intervie3ws undertaken in three major Chemise cities to explore what perceptions, beliefs and attitudes will influence their decisions about adopting 3G. Perceived beliefs about using 3G technology were found to be important determinants. Additionally, there was evidence of influences from their social network that could motivate the adoption behaviour, as well as influence from the secondary information sources, such as the media and the Internet. Finally, some constraints were identifies that may inhibit Chinese consumers' adoption of this technology.
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|Item Type:||Conference Paper|
|Keywords:||Chinese Consumer, Adoption, 3G|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)|
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2009 Please consult the authors.|
|Deposited On:||03 Feb 2010 17:24|
|Last Modified:||01 Mar 2012 00:04|
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