Exploring regional differences in Chinese consumer acceptance of new mobile technology: A qualitative study

This study examines consumer adoption of 3G mobile technology in China. The qualitative study involved 45 in-depth interviews undertaken in three major Chinese cities to explore the beliefs and attitudes which determine Chinese consumers’ acceptance of the mobile technological innovation. The findings are compared and contrasted against those reported in Western studies. The variations underpinning adoption of 3G between consumers in the three regional cities were identified. Specifically, it was found that the regions differed in terms of the relative importance of the identified adoption determinants, such as perceived social outcomes for using the innovation and the effects of social influence on the adoption. These findings provide subtle insight into the nature of Chinese consumers’ responses to new mobile technologies and a better understanding of variations among regional Chinese consumers.

► We examine Chinese consumers’ attitudes towards 3G mobile technology in 3 regions.
► Wuhan consumers regard adopting 3G as a means to augment gaining “face”.
► Beijing consumers place more importance on the contents offered in 3G services.
► Shanghai consumers place importance on the practicality of 3G technology.
► Findings contribute to understanding regional differences in Chinese consumers.