CONSEPTUAL MODEL ON THE ADOPTION OF CHINESE MOBILE OPERATING SYSTEM WITH ROGERS’ DIFFUSION OF INNOVATIONS THEORY AND ANIMOSITY

The Mobile Operating System (MOS) market has been dominated by the Apple's iOS and Google's Android. From the origin perspective, the MOS market is clearly dominated by the US, which can be used as a political weapon in geopolitical conflicts. During the US-China trade war, Huawei was banned from using Android. In response to the ban, Huawei introduced its own MOS, HarmonyOS. However, as of 2024, HarmonyOS remains insignificant in the MOS market. This leads to the key focus of this paper, which is to determine the factors that affect the adoption of Chinese MOS. The researchers of this paper conducted literature reviews to gather relevant variables for this case study. The findings of this paper presented a conceptual model consisting of five innovations attributes by Rogers’ Diffusion of Innovations (DOI) theory and the Animosity as a moderating variable. Five innovations attributes are hypothesised to have relationships with the intention to adopt Chinese MOS, and Animosity is hypothesised to moderate their relationships. This model can contribute to the academic theory of DOI and Animosity in the context of the MOS industry, and provide real-world implications for all Chinese MOS developers, which in return benefit the consumers themselves.