An empirical analysis of factors influencing the adoption of Mobile Instant Messaging in China

This paper derive a theoretical model from Technology Acceptance Model (TAM) and social network theory to empirically elaborate how factors can effect on users| adoption of Mobile Instant Messaging (MIM). Based on an online and off-line survey data from a sample of 364 Chinese MIM users, structural equation model to analyse why Chinese users adopt MIM. The study reveals that social and technical factors significantly affect users| adoption of MIM. Perceived Usefulness (PU) is the most influential part in user|s attitude towards using MIM, followed by Perceived Entertainment (PE), cross-platform interaction and Perceived Ease Of Use (PEOU); perceived Synergy Value (SV) significantly affects PU and ease of use, while cross-platform OS and cost have negatively correlation with individual|s attitude. Implications for formulating business strategies so as to improve MIM product and customer service, and suggestions for future research are provided.

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