Effect of Lifestyle on the Adoption of Mobile Services

Although mobile services have gained huge potential market in recent years, the adoption of mobile services has been far slower than expected. Many scholars put forward mobile services adoption models to explore the causes of low adoption of mobile services. But few researchers have explained why different types of services differ in terms of popularity from the view of lifestyle. The authors attempt to explain the adoption of various mobile services in the view of lifestyle through descriptive analysis and ANOVE analysis in China. And the conclusions are as follows: 1) the adoption of different types of mobile services varies with different groups of users, because 2) different groups of users often have their own lifestyles (e.g., new life consciousness, arbitrary consciousness, financial consciousness, etc.), 3) which can significantly affect their intention to adopt various mobile services.