A Comparative Study of Consumers’ Intention to Use Mobile Internet in USA, Russia and China

Abstract

As the mobile Internet has been used explosively worldwide, the effects of cultural factors on mobile Internet usage have been an interesting issue. Cross-cultural studies on the mobile phone internet may improve our understanding of individuals\u27 attitude toward mobile phone internet in different countries and provide advantages for marketing of mobile internet services in different cultural contexts. This paper uses an extension model of Technology Acceptance Model (TAM) to provide the theoretical foundation for this study. The data was collected through a survey study of over 3000 consumer in 3 countries of USA, Russia and China. The findings present several insights into the position of mobile phone internet usage in the different market. Such insights allow mobile service providers and mobile markers to create more customized strategies to launch new internet based services or mobile marketing campaigns. This paper ends with both theoretical and practical implications and limitations of the study results