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As mobile communication technology continues to penetrate the global society, it becomes imperative for the research community to understand such extraordinary phenomenon, particularly in relation to the social context that largely shapes the innovation process. Primarily derived from fads/fashions and institutional theory, this study thus sets out to contribute social understanding to the existing body of knowledge. Factor and reliability analyses from 143 questionnaires revealed three distinctive components that were subsequently labeled as social coercion, normalization, and imitation, respectively. These emerging factors were consistent with conceptual definition and could thus serve as a valuable instrument for future studies.