关键词：电子信息；3G；移动服务；中国
摘 要：In 3G era, mobile network operators and content providers must provide mobile content service accepted by consumers to obtain more profits. It is crucial to investigate the antecedents of adoption of mobile content service and the way they interact. In this paper, we explore how customers perceive and adopt mobile content service in China. We first extend the technology acceptance model (TAM) by integrating innovation of consumer, external influence, and perceived financial cost. Then some hypotheses are raised and tested using structural equation modeling. We find that the TAM is also correct in the situation of mobile commerce. In addition, innovation of consumer, external influence, and perceive financial cost have influence on the intention of adopting mobile content service. Managerial insights are generated in the last part of this paper.