Factors Affecting Purchase Intention on 3G Value-added Services

Huiying Du, Ge Zhu, Tingjie Lv and Xuan Sun
Additional contact information
Huiying Du: Huiying Du is a Lecturer in Management at Beijing Information Science and Technology University, Beijing, China. E-mail: huiyingdu@gmail.com
Tingjie Lv: Tingjie Lv is a Professor in Mobile Commerce at Beijing University of Posts and Telecommunications, Beijing, China. E-mail: lutingjie@263.net
Xuan Sun: Xuan Sun is a Lecturer in Computer Science at Beijing Information Science and Technology University, Beijing, China. E-mail: sunxuanbupt@gmail.com

Jindal Journal of Business Research, 2012, vol. 1, issue 2, 139-152

Abstract: This article provides insights into consumer behavior, and the results have important implications for designers, managers, marketers, and system providers of 3G value-added services to explore a conceptual model for analyzing customers’ perceptions of using 3G value-added services. An empirical investigation was carried out to test the hypotheses. The samples include 826 professional participants. Structural equation modeling (SEM) is used to test the relationships of the model. After reviewing the previous research papers, a conceptual model of customer adoption is developed and nine important factors are proposed, namely, perceived usefulness, perceived ease of use, perceived security, perceived price, use experience, perceived enjoyment, need for uniqueness, social influence, context and compatibility. Then a big sample of questionnaire investigation in Chinese 3G value-added service market is conducted. The empirical findings are as follows: (a) security and social influence are two of the most important factors in 3G market; (b) 3G value-added services must be enjoyable and useful; (c) using context should be friendly and compatible. The results not only help to develop a sophisticated understanding of 3G adoption theories for researchers but also offer useful knowledge to those involved in promoting 3G value-added services to potential purchasers.

Keywords: Telecommunication; 3G value-added services; information technology; consumer behavior intention (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:sae:jjlobr:v:1:y:2012:i:2:p:139-152

DOI: 10.1177/2278682113477448

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