Complexity in the use of 5G technology in China: An exploration using fsQCA approach

Despite the studies probing the factors associated with the adoption of 5G technology products, the current state of knowledge about this new technology products is still fragmented. Previous research has mainly concentrated on the "cumulative impact" of factors rather than the complexities of behavior. Based on complexity theory, this article aims to explain the behavioral intention of using 5G technology products by evaluating the combination of functional (i.e. price and quality), social (i.e. environmental awareness and knowledge) and consumer personality (i.e. openness and consciousness) factors as causal configuration. A sample of 150 Chinese consumers was examined using the fuzzy set qualitative comparative analysis (fsQCA) technique. The fsQCA outcomes illustrate that five different and effective configurations of functionality, social, and consumer personality factors exist to attain apex level intention of using 5G technology products. This article extends the existing literature by espousing a new procedural attitude to divulge the intricacy of 5G products adoption. It also provides valuable suggestions for 5G technology service managers and manufacturers to enhance the technology, social, and consumer personality features combination to implement 5G technology products successfully.