Acceptance of Mobile Entertainment by Chinese Rural People

Authors:
Jun Liu;Ying Liu;Hui Li;Dingjun Li;Pei-Luen Patrick Rau
Affiliations:
Institute of Human Factors & Ergonomics, Department of Industrial Engineering, Tsinghua University, Beijing, China 100084;Nokia Research Center, Beijing, China 100176;Institute of Human Factors & Ergonomics, Department of Industrial Engineering, Tsinghua University, Beijing, China 100084;Institute of Human Factors & Ergonomics, Department of Industrial Engineering, Tsinghua University, Beijing, China 100084;Institute of Human Factors & Ergonomics, Department of Industrial Engineering, Tsinghua University, Beijing, China 100084
Venue:
UAHCI '09 Proceedings of the 5th International on ConferenceUniversal Access in Human-Computer Interaction. Part II: Intelligent and Ubiquitous Interaction Environments
Year:
2009

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Abstract

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.