Acceptance of Mobile Entertainment by Chinese Rural People

This study explores and analyzes contributing factors of mobile entertainment acceptance by Chinese rural people. First, 27 factors were drawn from literatures. Then a new factor "cost" was found through interview. After that, a survey was built based on the 28 factors. From the data collected in Chinese rural area, seven factors were extracted through explorative factor analysis: social influence, technology and service quality, entertainment utility, simpleness and certainty, self-efficacy, perceived novelty, and cost. Finally, a comprehensive model was provided involving the seven factors as well as their importance rank. This research provides a comprehensive approach in technology acceptance theory. It can also help practitioners to better understand the rural user group and improve their products accordingly.

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