A Study on the Adoption Factors of Cell Phone Video Call Technology

Recent years, mobile technology has become increasingly common in today’s everyday life. However, the data shows that the usage rate of cell phone video call in China is still very low. The conceptual model extend the original TAM by including subjective norm, perceived risk, perceived compatibility and consumer innovativeness, to make it more effective in predicting users’ acceptance of phone video call. The empirical result analyzes the key driver of acceptance of phone video call and provides a theoretic way to raise the usage rate and efficiency of it. This research defined the barriers that obstruct phone video call diffusion in China and then it end up with recommendations for firm’ decision makers, to improve phone video call in their firms, as well as recommendations for future researches with in the same scope of this research. We also hope to do some contributions to the current theoretic frame of consumer innovative actions.