Surfing mobile internet motivated by fashion attentiveness: An empirical study of mobile internet use in China

The research purpose of this paper is threefold: first, to test and verify the influences of fashion attentiveness on mobile communication in the context of China, and second, to analyze how fashion attentiveness moderate other demographical variables' influence on mobile Internet use, and third, to analyze how new mobile service influence the mobile Internet use. This paper confirms that fashion attentiveness has positive influence on the use of mobile Internet, and it moderates the influences of income, education, use of mobile. Further, fashion attentiveness influences on new mobile Internet services are tested. The findings imply that first, fashion attentiveness is very important because of its moderation effect on other variables' influence, and second, new mobile Internet technology and services are of great significance for their mediation effects of fashion attentiveness's influence.