The program of research in this book was designed to investigate how Chinese consumers respond to the use of new mobile technology, with a focus on what factors affect their adoption. It aimed to yield important insights into Chinese consumers' innovation adoption behaviors and to contribute to marketing and innovation adoption research. Another objective of this program of research was to examine regional variances in consumers' innovation adoption, specifically to identify the similarities and differences in factors influencing mobile technology adoption, contributing to intra-cultural studies.This research was an exploratory study with qualitative research methods. It involved 45 in-depth interviews in the three research cities, they are Beijing, Shanghai and Wuhan, to gain rich insights into the research context from natural settings. The research undertaken in this book contributed a better understanding of Chinese consumers' intentions to adopt mobile technology.It is also able to inform international and domestic telecommunication companies to develop and deliver more effective marketing strategies across Chinese regional markets.