With the development of mobile technology, mobile advertising has become popular worldwide. It seems that almost every user who owns a mobile device receives mobile advertisements from various service providers. However, most consumers hold negative attitudes towards mobile advertising. This research aims to investigate the factors which influence consumers’ adoption of mobile advertising. Based on a literature review from previous research, a research model is proposed. This research model is empirically evaluated using survey data collected from 302 receivers of mobile advertising in China. Consumers’ attitudes toward mobile advertising and incentives explain about 80 percent of consumers’ intention to receive mobile advertisements. In addition, entertainment, credibility, personalization and irritation all have direct effects on consumers’ attitudes toward mobile advertising; the effect of entertainment is quite strong. Both theoretical and practical implications of this research are discussed.

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This research examines the potential factors which influence users' intention to play mobile games. Through the employment of structural equation modeling technology, a research model extending the technology acceptance model (TAM) with flow experience and social norms is proposed. This research model was empirically evaluated using survey data collected from 565 users in the largest city in central China. And eleven research hypotheses were proposed. Eight hypotheses were positively supported on a significant level, while three hypotheses were rejected in this study. The result indicated that attitude and flow experience explained about 66% of users' intention to play mobile games. It was found that social norms did not have a direct effect on the intention to play a mobile game. However, it affected the attitude directly. In addition, flow experience, perceived ease of use and perceived usefulness all had direct effects on users' attitudes toward playing a mobile game. The research findings demonstrated that flow experience play an important role in the adoption of mobile games.

Part 6: Decision Making and Knowledge ManagementInternational audienceMobile games have become very popular in recent years in China. This research aims to investigate the potential factors that influence users’ intention to play mobile games. Through the employment of structural equation modeling technology, a research model by extending technology acceptance model (TAM) with flow experience and social norms was proposed. This research model was empirically evaluated using survey data collected from 388 users about their perceptions of mobile games. Eleven research hypotheses were proposed in the study. Eight research hypotheses were positively significant supported, while three research hypotheses were rejected in this study. The result indicates that attitude and flow experience explain about 75% of uses’ intention to playing mobile games. It was found that social norms do not have direct effect on the intention to play a mobile game. But it affects the attitude directly. In addition, flow experience, perceived ease of use and perceived usefulness all have direct effects on users’ attitude toward playing a mobile game, and the effect from flow experience is quite strong. Flow experience plays an important role in the adoption of mobile games according to the analytical results of our study

This study examines Chinese consumers' concern about books on online bookstores. To address this, four research questions are proposed. The data used in this study are collected from the book best-seller lists from the most popular online bookstores in China, which is Dangdang.com. It is found that the most Chinese consumers are mainly concerned with fiction, children's books, inspirational books and books about life. Secondly, the exponential Smoothing is used to predict the book short-term attention. And the reasonable results prove that the prediction method chosen is appropriate. Lastly, based on the data on consumers' preference on themes of the books from 2004 to 2011, we find that fiction is always ranked in the first place. At the same time, the other popular top-ranking themes are children book, health/mental health, and management.