This study was investigated the Influential Factors on Chinese Consumer`s Usage Intention of Mobile Internet Service. The results of this study are as follows. First, Usefulness, Easy of Use, Subjective Norm, playfulness are positively related to Perc...
This study was investigated the Influential Factors on Chinese Consumer`s Usage Intention of Mobile Internet Service. The results of this study are as follows. First, Usefulness, Easy of Use, Subjective Norm, playfulness are positively related to Perceived value. Second, perceived risk is negatively related to Perceived value. Third, Perceived value is positively related to Intention of Mobile Internet Usage. Based on these results, managerial implications for Mobile internet service are discussed. Lastly, the limitation of this research and further research issues are suggested.