An exploratory study on lifestyles and the adoption of mobile services in China

  • Authors:

  • Shang Gao;Zhihao Chen;Wenying Zheng;Wenyan Zhou

  • Affiliations:

  • Zhongnan University of Economics and Law, Wuhan, P. R. China;Zhongnan University of Economics and Law, Wuhan, P. R. China;Zhongnan University of Economics and Law, Wuhan, P. R. China;Zhongnan University of Economics and Law, Wuhan, P. R. China

  • Venue:
  • Proceedings of the 10th International Conference on Advances in Mobile Computing & Multimedia
  • Year:
  • 2012

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Abstract

This study examines the relationship between the lifestyles of Chinese consumers and the adoption of mobile services. Based on a sample from 313 respondents from the biggest city in central China, the results show that consumers with different lifestyles have different preferences over a number of identified mobile services. It is found that there are some lifestyle factors, such as the investment consciousness and the financial contentment consciousness, having significant negative impact on the adoption of office/learning tools on mobile devices. Furthermore, Chinese consumers are clustered into four lifestyle segments by two dimensions: the quality-awareness fashionable dimension and the economical dimension. The findings demonstrate that the quality-awareness fashionable dimension has stronger impact than the economical dimension toward the adoption of all the five types of mobile services.