A study of factors affecting usage intention of 3rd generation mobile network service

In 2009, China Ministry of Industry and Information Technology issued 3G (3^rd generation mobile network service) licenses in China, which marked China´s telecom industry enter into 3G era. Motivating the diffuse of 3G network services has became an important issue for the telecom operators and China´s telecom industry. However, very little is actually known about critical factors for consumers´ acceptance of the 3G service in China. This study will be based on the Technology Acceptance Model, the Compass Acceptance Model and perceived enjoyment theory to explore the key factors which will influence consumers´ acceptance of 3G services. The results show that perceived usefulness, perceived ease of use, perceived enjoyment, perceived mobility, and subjective norm have significant positive effect on the usage attitude and usage intention toward 3G services, the perceived cost has negative effect on the usage attitude and usage intention toward 3G services, and the usage attitude has positive effect on usage intention toward 3G services. The results have important marketing implications for the telecom operators, and it also provides significance guidance to the future development of China´s telecom industry.