Tài liệu Measuring technology and mechatronics automation in electrical engineering

Lecture Notes in Electrical Engineering Volume 135 For further volumes: http://www.springer.com/series/7818 Zhixiang Hou Editor Measuring Technology and Mechatronics Automation in Electrical Engineering 123 Zhixiang Hou Deptartment of Automobile and Mechanical Engineering Changsha University of Science and Technology Chiling Road, Tianxin District 45 410014 Changsha, Hunan People’s Republic of China ISSN 1876-1100 ISBN 978-1-4614-2184-9 DOI 10.1007/978-1-4614-2185-6 e-ISSN 1876-1119 e-ISBN 978-1-4614-2185-6 Springer New York Heidelberg Dordrecht London Library of Congress Control Number: 2012930181 Ó Springer Science+Business Media, LLC 2012 All rights reserved. This work may not be translated or copied in whole or in part without the written permission of the publisher (Springer Science+Business Media, LLC, 233 Spring Street, New York, NY 10013, USA), except for brief excerpts in connection with reviews or scholarly analysis. Use in connection with any form of information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed is forbidden. The use in this publication of trade names, trademarks, service marks, and similar terms, even if they are not identified as such, is not to be taken as an expression of opinion as to whether or not they are subject to proprietary rights. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com) Preface Measuring Technology and Mechatronics Automation are the combination of Mechanical engineering, Electronic engineering, Detecting Techniques, Computer engineering, Software engineering, Control engineering, and Systems Design engineering in order to design, and manufacture useful products. Mechatronics is a multidisciplinary field of engineering, that is to say it rejects splitting engineering into separate disciplines. Originally, mechatronics just included the combination between mechanics and electronics. On the other hand, electrical engineering is a field of engineering that generally deals with the study and application of electricity, electronics and electromagnetism. The field first became an identifiable occupation in the late nineteenth century after commercialization of the electric telegraph and electrical power supply. It now covers a range of subtopics including power, electronics, control systems, signal processing and telecommunications. This book focus on the research of measuring technology and mechatronics automation in electrical engineering field. In modern technology, the products of automobile, aerotechnics, medicine, robotic and other innovative manufacture reflect increasingly the feasibility and potential of mechatronics automation in electrical engineering. A mechatronics engineer unites the principles of mechanics, electronics, and computing to generate a simpler, more economical and reliable system. Mechatronics is centered on mechanics, electronics, computing, control engineering, molecular engineering, and optical engineering, which, combined, make possible the generation of simpler, more economical, reliable and versatile systems. Firstly, this book discusses the mechatronics engineering cybernetics which deals with the question of control engineering of mechatronic systems. It is used to control or regulate such a system (see control theory). Through collaboration, the mechatronic modules perform the production goals and inherit flexible and agile manufacturing properties in the production scheme. Modern production equipment consists of mechatronic modules that are integrated according to a control architecture. The most known architectures involve hierarchy, polyarchy, heterarchy, and hybrid. The methods for achieving a technical effect are described by control algorithms, which might or might not utilize formal methods in their design. v vi Preface Hybrid systems important to mechatronics include production systems, synergy drives, planetary exploration rovers, automotive subsystems such as anti-lock braking systems and spin-assist, and every-day equipment such as autofocus cameras, video, hard disks, and CD players. In addition, the book is also concerned the intelligent systems, which entered the video game industry as a one-man team, named toru narihiro, who was hired by nintendo to port over famicom disk software into the standard rom-cartridge format that was being used by the nes outside japan. the team soon became an auxiliary program unit for nintendo (like hal laboratory originally) that provided system tools and hired people to program, fix, or port nintendo-developed software. thus much of the team’s original discography contains minuscule contributions to several big nintendo r&d1 and nintendo ead titles. Beside, as the third part of this book, power electronic converters can be found wherever there is a need to modify a form of electrical energy (i.e. change its voltage, current or frequency). The power range of these converters is from some milliwatts (as in a mobile phone) to hundreds of megawatts (e.g. in a HVDC transmission system). With ‘‘classical’’ electronics, electrical currents and voltage are used to carry information, whereas with power electronics, they carry power. Thus, the main metric of power electronics becomes the efficiency. The first very high power electronic devices were mercury arc valves. In modern systems the conversion is performed with semiconductor switching devices such as diodes, thyristors and transistors. In contrast to electronic systems concerned with transmission and processing of signals and data, in power electronics substantial amounts of electrical energy are processed. An AC/DC converter (rectifier) is the most typical power electronics device found in many consumer electronic devices, e.g. television sets, personal computers, battery chargers, etc. The power range is typically from tens of watts to several hundred watts. In industry the most common application is the variable speed drive (VSD) that is used to control an induction motor. The power range of VSDs start from a few hundred watts and end at tens of megawatts. Moreover, as an important component of this book, computer software, or just software, is a collection of computer programs and related data that provide the instructions for telling a computer what to do and how to do it. In other words, software is a conceptual entity which is a set of computer programs, procedures, and associated documentation concerned with the operation of a data processing system. We can also say software refers to one or more computer programs and data held in the storage of the computer for some purposes. In other words software is a set of programs, procedures, algorithms and its documentation. Program software performs the function of the program it implements, either by directly providing instructions to the computer hardware or by serving as input to another piece of software. The term was coined to contrast to the old term hardware (meaning physical devices). In contrast to hardware, software is intangible, meaning it ‘‘cannot be touched’’[1]. Software is also sometimes used in a more narrow sense, meaning application software only. Sometimes the term includes Preface vii data that has not traditionally been associated with computers, such as film, tapes, and records. Finally, as the Editor of this book, I thank Springer Publication, IEEE Instrumentation and Measurement Society, City University of Hongkong and Changsha University of Science and Technology. I wish to express our heartful appreciation to Editors Alex Greene and Michael Luby hard work for the best papers publication. Zhixiang Hou Contents 1 2 3 4 Adoption of Mobile Content Service in 3G Era: An Empirical Analysis in China . . . . . . . . . . . . . . . . . . . . . . . . . Hao Huang, Yide Liu and Wei Xing 1 A Game Analysis on Multi-Level Emergency Management for Construction Accident. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Renhui Liu 11 Agent-Based Modeling of Water Bloom Formation Mechanism in Lakes and Reservoirs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Shuo-Qi Dong, Xiao-Yi Wang, Zai-Wen Liu, Ji-Ping Xu, Xiao-Ping Zhao and Xiao-Kai Wang A Hardware-in-the-Loop System for Development of Automotive Battery Management System . . . . . . . . . . . . . . . . Haifeng Dai, Xuezhe Wei, Zechang Sun and Jiayuan Wang 19 27 5 A Master–Slave System for Intelligent Visual Surveillance. . . . . . Bin Xiong and Xiaoqing Ding 37 6 A Method of Detection and Tracking for Laser Spot . . . . . . . . . . Yanpeng Sun, Bo Wang and Yingshuo Zhang 43 7 Analysis of Starting Process for Medium-Sized Induction Motors With High-Voltage . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yunyan Xia, Dawei Meng, Yongming Xu and Yufeng Lu 8 An Epipolar Rectification Algorithm for Uncalibrated Images . . . Peizhen Wang, Ping Chen, Dailin Zhang and Mengdi Wang 51 59 ix x 9 Contents A New Approach for Multi-Objective-Optimization-Based Fuzzy-PID Control . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Wang Hong-ru and Wang Jianzhong 10 A New Naïve Style Possibilistic Network Classifier . . . . . . . . . . . Jianli Zhao, Jiaomin Liu, Zhaowei Sun and Yan Zhao 11 An Improved Ant Clustering Algorithm Based on Habitation-Searching . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yu-bo Duan, Zhong Dai, Qin Chen, Ke-yong Shao and Shuang-shuang Xu 12 13 14 15 16 17 67 77 85 An Optimal Model of Full Postponement Strategy in a Two-Stage Supply Chain . . . . . . . . . . . . . . . . . . . . . . . . . . . Yanhong Qin and Guangxing Wei 91 Application of an Improved Watershed Algorithm in Craniocerebrum MRI Image. . . . . . . . . . . . . . . . . . . . . . . . . . Mingquan Wang 99 Application of Data Fusion in Ecological Environment Monitoring System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Xiao Jiang, Liyan Huang, Junguo Zhang, Yuzhu Li and Yang Kai 109 A Skew Detection Algorithm for PDF417 in Complex Background . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Jian-Hua Li, Ping Li, Yi-Wen Wang and Xiao-Dan Li 119 A Study of Cancelling the Leakage Signal With a RPC for Single Antenna LFMCW Radar Altimeter . . . . . . . . . . . . . . . Feng Zhang, Guo-qi Zeng and Zhi-mian Wei 127 A VCO Nonlinearity Correction Method Based on BP Network. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Zhengjun Mo, Yaqing Tu, Wei Xiao and Yanlin Shen 137 18 Blood Skeleton Extraction Approach for Retinopathy Images . . . Xing-yu Shang and Dong-bo Zhang 19 Calculation and Analysis of Temperature and Fluid Fields in Water-Cooled Motor for Coal Cutters. . . . . . . . . . . . . . . . . . . Dawei Meng, Liying Wang and Yongming Xu 145 151 Contents 20 Combined Genetic Algorithm Control for Bearingless Motor Suspended System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Weiran Wang, Xianxing Liu, Zhu Xin and Yuxin Sun xi 159 21 Corner Detection via Two-Layer Threshold Method . . . . . . . . . . Zhihui Yang and Xiaolan Han 22 DC Transformer Based on Two Dual Switches Push–Pull DC Converters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Xianjin Zhang and Yongxian Song 173 Design and Implementation of Embedded File System Cache Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . Jinhai Zhang 183 Differential Evolution Using Second Mutation for High-Dimensional Real-Parameter Optimization . . . . . . . . . . Youyun Ao 191 Dynamic Multi-objective Optimization Algorithm Based on GEP and Virus Evolution . . . . . . . . . . . . . . . . . . . . . . . . . . . Weihong Wang, Yanye Du, Qu Li and Zhaolin Fang 203 Dynamics Analysis of a Linear Shale Shaker in Considering Forces of Solids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Weibing Zhu, Heshun Wang and Lin Dong 213 23 24 25 26 27 ð2; 2 _qÞ-Fuzzy LI-Ideals in Lattice Implication Algebras . . . . . . Jiayin Peng 28 Face Detection of AdaBoost Fast Training Algorithm Based on Characteristic Reduction . . . . . . . . . . . . . . . . . . . . . . . Xinchun Wang, Yuminm Liu, Qing Ye and Kaihua Yue 165 221 227 29 Fast Haze Removal Algorithm for Surveillance Video . . . . . . . . . Bin Xie, Fan Guo and Zixing Cai 30 Genetic Algorithm and Fuzzy Based Combustion Temperature Control Model of MSW Incinerators. . . . . . . . . . . . . . . . . . . . . . Hairui Wang, Wen Xie and Ya Li 243 Hardware-in-the-Loop for On-Line Identification of SSP Driving Motor. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Guichen Zhang 251 31 235 xii 32 33 34 35 36 37 38 39 40 41 42 Contents Hybrid Adaptive Fuzzy Vector Control for Single-Phase Induction Motors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Ding Wang 257 Hybrid Intelligent Algorithm Based on Hierarchical Encoding for Training of RBF Neural Network . . . . . . . . . . . . . . . . . . . . . Yuan Guo She 263 Improved Fuzzy Neural Network for Stock Market Prediction and Application . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Xu Yi Wei and Sheng Zhong Huang 271 Landslide Recognition in Mountain Image Based on Support Vector Machine . . . . . . . . . . . . . . . . . . . . . . . . . . . . Wei Zhen-zhong, Wei Xing and Wei Xin-guo 279 Lecture Notes in Electrical Engineering: Magnetic Field Parameter Calculation of Permanent Magnet Reciprocating Generator. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yufeng Lu, Dawei Meng, Yongming Xu and Xifeng Wang 287 Modeling and Vibration Control of Piezoelectric Stack Actuator in Adaptive Truss Structure . . . . . . . . . . . . . . . . . . . . . Kai Zheng, Zhiling Yang and Yiyong Yang 295 Modeling of Human Balance Process and the Application in Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Jinzhuang Xiao, Hongrui Wang, Kun Liu and Xincai Yang 305 Improving the Sensitivity of Winding Deformation Detection by Using Nanosecond Pulses . . . . . . . . . . . . . . . . . . . . . . . . . . . . Xiao Lei, Jian Li, Hualin Liu and Youyuan Wang 313 Multi-Document Automatic Summarization Based on the Hierarchical Topics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Yong-Dong Xu, Fang Xu, Guang-Ri Quan and Ya-Dong Wang 323 Observer-Based Feedback Control for Networked Control Systems With Quantisation and Packet Dropouts . . . . . . . . . . . . Dajun Du, Haoliang Bai and Xue Li 331 Optimization and Design of Key Structure for Electric Equipment Based on MDO . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Honggen Zhou, Xuwen Jing and Xiaojun Zhang 339 Contents 43 44 45 xiii Optimized Assignment of Airport Gate Configuration Based on Immune Genetic Algorithm . . . . . . . . . . . . . . . . . . . . . Wang Li and Xiaofang Xu 347 Output Feedback Adaptive Dynamic Surface Control for a Class of Nonlinear Systems With Input Saturation . . . . . . . . . . . . . . . . Xiu-Duan Yu, Xiu-Xia Sun and Wen-Han Dong 357 PID Tuning of Networked Feedforward-Feedback Control Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Congzhi Huang and Yan Bai 369 46 Plume Source Localization Based on Multi-AUV System . . . . . . . Hongli Xu and Xiaodong Kang 47 Preliminary Risk Assessment of Metal Pollution in Source Water of Huaihe River . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Zhi-feng Wang and Zhong-xing Guo 377 385 48 Properties of Degree Induced Covering Rough Set . . . . . . . . . . . Dingjun Chen and Kaiteng Wu 49 Real-Time Setting and Processing on LCD Touch Panel for Electronic Handwriting Exercising to Chinese Character . . . . Ding Wang 399 Research and Construction of a Sensing Forest System based on the Internet of Things . . . . . . . . . . . . . . . . . . . . . . . . . Junguo Zhang, Wenbin Li and Zheng Fu 407 50 51 52 53 Research and Simulation of Variable Step-Size Uncorrelated Adaptive Volterra Filter Algorithm on Anti-Vibration and De-Noising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Xinling Wen and Xiaowen Zhang Research on and Applications of Product Development Chain Modeling Technology Based on Semantic Web . . . . . . . . . Honggen Zhou, Xuwen Jing and Xiaojun Zhang Research on Cycling Policies in the UK White Paper. . . . . . . . . . Sui Chao and Liwei Chen 393 415 423 433 xiv 54 55 56 57 58 59 60 61 Contents Robot Simultaneous Localization and Mapping Based on Non-Linear Interacting Multiple Model Concerning Statistical Property Mutation . . . . . . . . . . . . . . . . . . . . . . . . . . . Yingmin Yi and Liu Ding Scalable Stereo Video Coding Scheme Based on H.264/MPEG-4 MVC. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Kexin Zhang, Zongze Wu, Shengli Xie and Rong Wu Study About the Influence on the Numerical Analysis of Pump Restoration Scheme to the Saline Groundwater by Water Sensitivity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Zhi-Yong Han, Wei Li, Feng-lin Tang and Ling Lu 441 451 461 The Antenna Up-To-Down Gain Ratio Design for Multipath Mitigation of GNSS Reference Station Receivers . . . . . . . . . . . . . Geshi Tang, Huicui Liu, Xiao Cheng, Lv Zhou and Feixue Wang 477 The Difference Method of 2-Dimensional Euler Equations With Flux Vector Splitting . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Zhifeng Yin and Xinfeng Ge 485 The Information Key Technologies for Quality and Safety Monitor and Management of Agricultural Products. . . . . . . . . . . Ying Yu, Jin Li and Xiangyang Qin 493 The Research of the Systematical Construction Method of Chinese Conventional Road Guide Signs Based on the Characteristic of Chinese Drivers . . . . . . . . . . . . . . . . . . . Ming Jiang and Rui Zhou 503 Voltage Sag Detection Algorithm Based on Dual DQ Decoupling Transformation . . . . . . . . . . . . . . . . . . . . . . . . . . . . Wei Chen, Jun Xiao and Weizhou Wang 515 Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 523 Chapter 1 Adoption of Mobile Content Service in 3G Era: An Empirical Analysis in China Hao Huang, Yide Liu and Wei Xing Abstract 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.

Keywords Mobile content service Technology adoption Technology accepted model (TAM) Structural equation modeling
H. Huang (&) Institute of Finance and Trade Economics, Chinese Academy of social science, 100836 Beijing, China e-mail: [email protected] Y. Liu Faculty of Management and Administration, Macau University of Science and Technology, 999078 Macau, China e-mail: [email protected] W. Xing School of Management, Qufu Normal University Rizhao, 276826 Shandong, China e-mail: [email protected] Z. Hou (ed.), Measuring Technology and Mechatronics Automation in Electrical Engineering, Lecture Notes in Electrical Engineering 135, DOI: 10.1007/978-1-4614-2185-6_1, Ó Springer Science+Business Media, LLC 2012 1 2 H. Huang et al. 1.1 Introduction Mobile commerce (henceforth, M-commerce) refers to commercial transactions conducted through a variety of mobile equipment over a wireless telecommunication network in a wireless environment [1]. M-commerce applications can be broadly divided into two categories: content delivery (i.e., reporting, notification) and transactions (i.e., purchasing, promotions) [2]. With rapid development of mobile services, research on the adoption of mobile services is becoming an important topic. The current study attempts to extend the scope of innovation adoption research to an emerging class of mobile telephone innovations that we refer to as mobile content services. Mobile content services are designed to provide their users with various types of information: data, video, images, etc. Recognizing the increasingly diversified usage contexts of information appliances, we further define mobile content services as that (1) have a oneto-one binding with the user, (2) offer ubiquitous services and access, and (3) provide a suite of utilitarian and hedonic functions. Although an abundance of studies have been conducted to extend the scope of user adoption of technology, none of them was conducted on mobile content services by extending the well-established technology acceptance model (TAM). With the rapid rise of the number of global telecom groups that offer and improve mobile content services, it is an opportunity to study the users’ adoption of mobile content services. Such a study will be interesting to both the academics and the telecom executives in China. This paper investigates individuals’ perception of the adoption of mobile content services for corporate purposes. 1.2 Theoretical Foundations and Hypotheses Development TAM is one of the most widely used models for information technology (IT) adoption. According to TAM, an individual’s IT adoption is influenced by perceived usefulness and perceived ease of use. Perceived usefulness is defined as the degree to which a person believes that using a particular system would enhance his or her job performance [3]. Perceived ease of use refers to the degree to which a person believes that using a particular system would be free of effort. The perceived ease of use influences the user intention indirectly through the perceived usefulness. These two perceptions help shape the user’s attitude toward usage and intention to use. Davis’s scale items for measuring the two independent variables, perceived usefulness and perceived ease of use, have shown high internal validity. TAM is a parsimonious and robust model, consistently validated by numerous studies across different settings and technologies. Beyond IT applications for corporate use, recent studies have also established the model’s applicability for user adoption of mobile ticketing [4], mobile payment systems 1 Adoption of Mobile Content Service in 3G Era 3 for e-commerce merchants [5]. Some studies have extended the TAM model by identifying antecedent attributes to the user’s perceived usefulness and perceived ease of use. Lederer et al. validated that perceived ease of use can be explained by usability characteristics, and perceived usefulness by characteristics of useful information, task environment, and functional needs to perform jobs [6]. The role of perceived ease of use in TAM, however, remains controversial because some studies show that perceived ease of use directly affects either self-reported use or intended ICTs use, whereas other studies have not found a direct linkage between perceived ease of use and ICTs adoption. Gefen and Sträubfound that the nature of the task may influence the perceived ease of use [7]. Their empirical evidence showed that perceived ease of use and perceived usefulness affect intended use when a Web site is used for an inquiry task and where ICTs is intrinsic to the task and interface design is critical. Wireless technology is one type of ICTs. We argue TAM is also correct for mobile content services. Therefore, we wish to investigate the following four hypotheses. H1. Attitude of use will have a positive effect on the behavioral intention to use mobile content services. H2. Perceived usefulness will have a positive effect on the attitude of using mobile content services. H3. Perceived ease of use will have a positive effect on the attitude of using mobile content services. H4. Perceived ease of use will have a positive effect on the Perceived usefulness of mobile content services. Personal innovativeness (PI) as a construct that is important to the study of individual behavior toward innovations has had a long-standing tradition in innovation diffusion research in general and the domain of marketing in particular [8, 9]. Rogers (1995) conceptualize this construct in terms of its operational definition, i.e., individuals are characterized as ‘‘innovative’’ if they are early to adopt an innovation [8]. Consistent with the emphasis in the marketing literature on the construct of PI, we argue that PI is an important concept for examining the acceptance of information technology innovations also. However, as noted above, it has not been included in any of the dominant technology acceptance models, although there is considerable theoretical as well as empirical support from other disciplines for its role as a key variable in innovation adoption. As recommended in prior research, we focus attention on domain-specific as opposed to global innovativeness. We define PI in the domain of information technology, henceforth PI, as ‘‘the willingness of an individual to try out any new information technology.’’ This definition is derived from the work of Flynn and Goldsmith (1993). We argue that the effects of PI are manifest in technology acceptance behavior through its relationships with beliefs or perceptions. Indeed, Midgley and Dowling note that the ‘‘trait-behavior’’ model is an inadequate representation of innovation adoption behavior as several 4 H. Huang et al. variables potentially intervene between trait and behavior [10]. We propose that PI serves as a key variable for the antecedents. Therefore, we wish to investigate the following two hypotheses. H5. Personal innovativeness will have a positive effect on the attitude of using mobile content services. H6. Personal innovativeness will have a positive effect on the behavioral intention to use mobile content services. External influence is driven by social values that define normal behavior for the group or society to which an individual belongs [11]. In the current study, External influence is defined as the extent to which users believe that ‘‘important others’’ would approve or disapprove of their performing a given behavior [12]. The external influence from peers, superiors, and family members has been found to affect consumer behavior as well as IT adoption decisions at home [13, 14]. According to the consumer behavior literature, when usage of an innovation is seen as a form of public consumption, such usage is significantly influenced by friends and colleagues [15]. In a survey of young people, Carroll et al. found that those who do not use mobile technology (e.g., SMS, chatting, and e-mail) appear to struggle to maintain their social links [16]. Thus, using mobile services that are widely accepted by group members can often be a way to maintain membership and secure support through increased interactions within the group. In turn, the assured membership could be instrumental in achieving a valued outcome, such as improved status within a social group. The external influence that leads an individual to use a technology has been found to affect adoption attitude directly [17]. Therefore, we wish to investigate the following hypothesis. H7. External influence will have a direct positive influence on adoption attitude. One does not need to consider the cost of information systems if he or she uses the IS for work purpose because his/her employers will bear the cost. The cost of information systems based on the wired Internet is relatively low. In contrast, the cost associated with wireless services are relatively high and many wireless users have to bear the cost themselves. Therefore, cost should be considered in m-commerce user acceptance. Wu and Wang found that cost factor is negatively related with user’s intent to use in m-commerce [18]. We think that cost is user’s assessment of the object world or reality, not his/her perception. Cost factor should thus directly affect the users’ adoption behavior. We believe that cost factor will significantly affect m-commerce user’s acceptance. Therefore, we hypothesize that: H8. Financial cost will have a negative effect on the behavioral intention to use mobile content services. The research model is shown in Fig. 1.1 1 Adoption of Mobile Content Service in 3G Era Fig. 1.1 Research model Perceived usefulnes 5 H2+ H4+ Perceived ease of H3+ External influenc Perceived financial H7+ H8 - Adoptio n H1+ Adoptio n H5+ H6+ Innovative 1.3 Research Design and Method Regarding instrument construction, the items used to operationalize the constructs of each investigated variable are mostly adopted from relevant previous studies, with necessary validation and wording changes being made. Specifically, items measuring perceived usefulness and ease of use are adapted from Davis (1989), whereas items measuring personal innovativeness, external influence are taken from Hee-woong (2006) [19]. Moreover, constructs shared by different investigated models were measured using the same items. All items were measured using a five-point Likert type scale with anchors ranging from ‘strongly agree’ to ‘strongly disagree’. To ensure the desired balance and randomness in the questionnaire, half of the items were worded with proper negation and all items in the questionnaire were randomly sequenced to reduce the potential ceiling (or floor) effect, which induces monotonous responses to the items for measuring a particular construct. Furthermore, to ensure data validity and reliability, this study first pre-tested the questionnaire by having several consumers and telecommunication professionals review it. Of the 188 returned questionnaires from Beijing, Dalian, Hangzhou, and Fujian, 29 were excluded because of incomplete answers, leaving 159 usable responses. The response rate thus reached 84.6% (Table 1.1). This study used structural equation modeling (SEM) for hypotheses testing. Following the two stage approach, analysis of data from 159 samples was conducted through two stages. First, the measurement model was estimated using confirmatory factor analysis to test whether the constructs possessed sufficient validation and reliability. To ensure data validity and reliability, internal consistency, convergent validity, and discriminate validity were demonstrated. Second, the structural model that best fitted the data was identified, and the hypotheses were tested between constructs using this model. 6 H. Huang et al. Table 1.1 Research variables Latent variable No. of investigated variable Perceived usefulness (PU) Attitude (ATTI) Intention (INTE) Perceived ease of use (PE) Innovativeness (INOV) External influence (INFU) Perceived financial cost (COST) Name of investigated variable Source 4 PU1, PU2, PU3, PU4 Davis [3] Davis et al. [20] Elizabeth [21] 5 ATTI1, ATTI2, ATTI3, ATTI4, ATTI5 INTE1, INTE2 PE1, PE2, PE3, PE4 2 4 4 INOV1, INOV2, INOV3, INOV4 INFU1, INFU2, INFU3, INFU4 COST1, COST2, COST3, COST4 4 4 Table 1.2 Reliability test Hung et al. [22] Kenneth C [23] Hung et al. [22] Pedersen [24] Pin Luarn et al. [25] Kim et al. [19] Variable Item number Cronbach’s a PU ATTI INTE PE INOV INFU COST 4 5 2 4 4 4 4 0.795 0.853 0.807 0.812 0.746 0.804 0.706 1.4 Statistical Analyses Regarding reliability, the survey had strong internal consistency with all multipleitem constructs. The Cronbach’s alpha coefficients range from 0.706 to 0.853 that exceed recommended value of 0.50 [26]. These values show good internal consistency among scales employed for the present study. These alphas equal 0.795, 0.812, 0.746, 0.804, and 0.706 for PU, PEOU, innovativeness, external influence, and financial cost, respectively. The results of reliability tests are presented in Table 1.2. Additional assessment of discriminant validity was conducted by comparing the average variance extracted from each construct with its communal variances shared with other constructs. Result shows that the square root of the average variance extracted for all first-order factors was higher than their shared variances. This reaffirmed the discriminant validity of the model constructs. 1 Adoption of Mobile Content Service in 3G Era 7 Table 1.3 Standard path coefficients Hypothesis H1 H2 H3 H4 H5 H6 H7 H8 Path coefficients 0.14* 0.62* 0.26* 0.09* 0.09** -0.32* 0.74* 0.51** *, ** denote significance at the 0.05 and 0.01 level respectively The structural model shown in Fig. 1.1 was tested using LISREL8.7. The overall fit of the model was assessed using the typical statistics, both incremental and absolute fit indices. The incremental fit indices(e.g., CFI, IFI, NNFI) were all [0.90 and the absolute fit indices (e.g., RMSEA) were \0.08. v2/df = 2.52 \ 3. Thus, results of the structural model analysis suggest a good fit of the proposed model to the data (Table 1.3). 1.5 Discussions The industry of mobile content services is growing in China. In order to foster the acceptance of these services, it is important to understand the underlying motives of user behavior. Our study enhanced understanding of the interaction of users with mobile content services and provided valuable insights for industry professionals. We empirically validated the existing theories within the context of mobile content services. We also investigated the direct and indirect effects of perceived financial cost, personal innovativeness, external influence, and perceived usefulness on customer’s adoption attitude. The integration of these perspectives, and the empirical examination of the factors that affect customer’s adoption in a mobile content service context, advanced the understanding of these constructs and their linkage to user’s mobile content adoption behavior in China. According to the path coefficients, perceived usefulness exhibits the strong direct effect on adoption attitude (0.51), and it will affect adoption intention through attitude. The positive effect of perceived ease of use on attitude also is validated, but its most effects on attitude are works through perceived usefulness (0.62 9 0.51 = 0.32). The relationships between perceived usefulness, perceived ease of use, attitude and intention are validated in this research, and it shows that TAM is also correct in the mobile content services context. In addition, this study introduced external influence to explain consumer’s adoption behavior. The slight positive effect (0.09) which external influence exert on attitude shows that consumers are becoming more and more rational in china. Consumers give more attention to practicality of mobile content service, and publicity has little contribution for consumer’s adoption. Personal innovativeness affects on both adoption attitude and adoption intention, but it gives more influences to attitude than to adopt intention. 8 H. Huang et al. Base on analysis above, we provide some management suggests for China’s practitioners of mobile content service. First, mobile content providers should develop more pragmatic services to ensure requirements from different costumer group are satisfied. Moreover, operation of mobile content service must become convenience for most consumers. Second, because the innovativeness of young people is higher than others, more mobile content services should be developed for young people. Third, since China’s consumers are sensitive to price of mobile content service, mobile content providers can attract consumers with preferential price, and foster consumption habit of mobile content service. Last, mobile content providers should not put much fund into the external publicity, because our empirical study has shown consumers’ attitude are not easy controlled from external influence. This empirical study has two limitations. One limitation is the positive effect of perceived usefulness exerting on adoption intention is not validated because of inaccuracy of measurement. It will be tested by the further research. Another limitation is the Cronbach’s a of trust lower than 0.5, so latent variable trust is excluded in the phrase of data analysis. Future researches should reveal some other factors affecting consumers’ adoption of mobile content service from a more wide scope. 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