Exploring regional differences in Chinese consumer acceptance of new mobile technology : a qualitative study

Song, Jinzhu, Drennan, Judy, & Andrews, Lynda (2012) Exploring regional differences in Chinese consumer acceptance of new mobile technology : a qualitative study. Australasian Marketing Journal, 20(1), pp. 80-88.

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This study examines consumer adoption of 3G mobile technology in China. The qualitative study involved 45 in-depth interviews undertaken in three major Chinese cities to explore the beliefs and attitudes which determine Chinese consumers’ acceptance of the mobile technological innovation. The findings are compared and contrasted against those reported in Western studies. The variations underpinning adoption of 3G between consumers in the three regional cities were identified. Specifically, it was found that the regions differed in terms of the relative importance of the identified adoption determinants, such as perceived social outcomes for using the innovation and the effects of social influence on the adoption. These findings provide subtle insight into the nature of Chinese consumers’ responses to new mobile technologies and a better understanding of variations among regional Chinese consumers.

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4 citations in Scopus
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ID Code: 48043
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Chinese consumers, Regional differences, Mobile technological innovation, Adoption behaviour, Qualitative Methods
DOI: 10.1016/j.ausmj.2011.08.002
ISSN: 1441-3582
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2011 Australian and New Zealand Marketing Academy. Published by Elsevier Ltd.
Copyright Statement: This is the author’s version of a work that was accepted for publication in Australasian Marketing Journal. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Australasian Marketing Journal, [VOL 20, ISSUE 1, (2012)] DOI: 10.1016/j.ausmj.2011.08.002
Deposited On: 12 Jan 2012 22:13
Last Modified: 06 Sep 2013 02:45

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