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Along with the popularity of mobile devices and advances in wireless technology, mobile services have become more and more prevalent. To the best of knowledge, despite the potential importance of lifestyle, little research has been performed on the effect of various lifestyle factors on mobile services diffusion, particularly in the Chinese context. This study examines the relationship between the lifestyles of Chinese consumers and the adoption of mobile services. Based on a sample of 313 respondents from the biggest city in central China, one can show that consumers with different lifestyles have different preferences related to a number of the identified mobile services. Furthermore, Chinese consumers are clustered into four lifestyle segments by two dimensions: the quality-awareness fashionable dimension and the economical dimension. The findings demonstrate that the quality-awareness fashionable …