Abstract:     Abstract: Focused on the mobile data service market, influence factors of customers’ buying intention are discussed deeply. Through reviewing on the previous research papers, a model of buying intention is developed and seven important factors are proposed. Furthermore, a questionnaire relying on mature scales is designed, and then a big sample investigation in Chinese mobile market is conducted. Finally, it is found that socialinfluence, perceived usefulness, and perceived price were the most important factors, while perceived safety was not significant in China.  

Key words: technology acceptance model, buying intention, influence factor, perceived price, social influence factor