The adoption of 3G mobile services: an exploratory study in France and China

3G mobile services may develop in a diverse manner throughout the world, depending on local culture and customs. In this study, we will show that cultural variables are used to explore the different findings; it can influence the initial variables directly without mediation. These factors may affect the degree to which mobile services are adopted across a variety of countries. We also apply an extension model to the Technology Acceptance Model the COMPASS Acceptance Model which is very suitable for mobile services, and may be used to define the weighing factors of mobile services' life cycles in different culture contexts. Data collected from France (Paris) and China (Beijing) among 3G early adopters were tested against the research model,. the results strongly support the proposed model in predicting consumer behavior when using 3G mobile services. Several implications will help 3G players to determine efficient marketing strategies and access the potential adoption of new mobile services.