Service Quality´s Impact on Mobile Satisfaction and Intention to Use 3G Service

Third generation of mobile technology (3G), being an instantaneous communication medium, is related to mobile commerce (MC) and this has grown rapidly and spread around the globe. IT researchers often place their focus on users´ acceptance and its antecedents. Yet factors that influence satisfaction in MC are rarely seen. Viewing 3G service as a mobile technology, this paper has applied technology acceptance model (TAM), coupled with other service quality factors in relation to 3G service from literature that play roles in influencing user´s satisfaction, to empirically test users´ perceptions on using 3G service. The proposed model was evaluated by using data collected from an online survey of 212 3G users. While the tests of internal consistency and validity indicate all scales being reliable and valid, results reveal that users´ behavioral intention to use 3G service is influenced by satisfaction and trust. Yet customization, usefulness and ease-of-use were shown to have significant explanatory power in predicting users´ satisfaction. This study offers a unique contribution to the mobile communication research by providing empirical evidence of users´ perception of service quality.