JungKun Park, SuJin Yang, Xinran Lehto
When it comes to mobile communication technology, China is the largest market in the world. However, due to its rapidly changing economic environment causing disparities between geographical regions, it presents unique marketing problems. In order to attain a better understanding of China as a potentially highly valuable mobile communication technology market, we conducted a survey of 221 Chinese nationals and tested a proposed conceptual framework based on UTAUT with moderating variables. The results from SEM multi-group analysis indicate that gender and education level are significant moderating factors while internet usage experience does not register as significant. The results of this research suggest the necessity to take cultural background and disposition into consideration for the UTAUT.