Does Context Matter? The Impact of Use Context on Mobile Internet Adoption

Consumers' perceived value plays a dominant role in determining the adoption of mobile technologies. However, behavior literature suggests that consumer value is context dependent. The current study attempts to understand the effects of use context on consumers' perceived value and adoption of mobile Internet. An adoption model that reflects the unique use context and the utilitarian values (perceived usefulness and perceived mobility) and hedonic values (perceived enjoyment and concentration) of mobile Internet was developed and empirically tested against data collected from 507 mobile Internet users in China. Structural equation analysis results indicate that consumers' values perceptions and adoption decisions are context dependent. The use context fully mediates the effects of utilitarian values and partially mediates the relationship between hedonic values and intention to use mobile Internet. Theoretical and practical implications of the findings are discussed.