The role of technology readiness in consumers' adoption of mobile internet services between South Korea and China

South Koreans turned out to be more highly influenced by the drivers of positive technology readiness such as innovativeness and optimism when compared with Chinese users, while Chinese were influenced more by negative technology readiness factors such as discomfort and insecurity.

Abstract

This study built a causal model using the technology readiness and acceptance model (TRAM) to identify the factors influencing the adoption of mobile internet services in South Korea and China. In order to compare South Korea and China, a survey was conducted of 348 people who had experience with using mobile internet services. This study identified the factors influencing the motivation of mobile internet service consumers to use the services. According to the structural equation model analysis, South Koreans turned out to be more highly influenced by the drivers of positive technology readiness such as innovativeness and optimism when compared with Chinese users. Chinese were less influenced by positive technology readiness factors such as innovativeness and optimism than were South Koreans. Chinese were influenced more by negative technology readiness factors such as discomfort and insecurity.