Using UTAUT to explore the behavior of 3G mobile communication users

Although Taiwan\´s 3G services started its operation in 2003, the main profit source for every telecommunication company is still the cheaper fees of airtime minutes. Therefore, this study is directed on how these companies design the marketing tactics closer to the consumers\´ need under the dual influences of the decreasing individual\´s contribution and the low utility rate, as well as how to improve customers\´ willingness to adopt 3G mobile telecommunication services. Unified theory of acceptance and use of technology (UTAUT) is used as the model to carry out expert interviews and consumers\´ questionnaire investigation. This study found that the factors that significantly influenced the "behavioral intention" include "performance expectancy," "social influence," and "facilitating conditions," while the traditional known "effort expectancy" did not. Moreover, three non-assumed relationships were discovered during the Structural Equation Modeling analysis, which helped to revise the UTAUT model for 3G telecommunication services. The results of this study can be helpful to Taiwan\´s mobile telecommunication companies to adjust their corporate strategies and tactics for providing customer-oriented 3G services to both existing and potential customers, such that the overall 3G market can be expanded as well as a win-win situation for the 3G industry and their consumers can be achieved.