Document Type



Mobile Commerce has developed rapidly in China with the characters of ubiquity, location relevance, convenience and personalization. The researches on technology, value chain, business models, user adoption have become a hot topic among academics.

Based on the classical Davis’ TAM theory and the expansions of it, and the predecessors' research on perceived enjoyment and perceived cost, this study builds an adoption model of Mobile value-added services in Hubei Province. In the variety of individual mobile value-added business, four most commonly used services are extracted in this study ,including Mobile Instant Message, Multimedia Messaging Service, WAP Web browse and Multi-media Downloads to represent the overall situation.

According to the result of empirical analysis based on valid data of questionnaires, perceived enjoyment and perceived cost are the most influential factors. Six of the seven hypotheses in this study are verified.