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Whilst most of current studies on mobile services are based on urban users, this paper focuses on users living in rural China. Considering colossal urban-rural differences in life-style in developing countries, such as India and China, the research in this regard would offer some fresh insights for both practitioners and researchers concerning rural customers. Based on 207 questionnaires, the paper empirically assesses the factors driving mobile services adoption in rural area. The results indicate that relative advantages, compatibility and observability significantly predict behavioral intention to use mobile services.
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