A Study of Factors Affecting Customer Adoption of 3G Service in China

Abstract

Though Chinese telecom operators has provided 3G service to their customers for more than three years, the study of the factors affecting customer adoption of 3G service in China has not been conducted yet by scholars. The purpose of this study is to fill this void. Through the investigation of the samples of 413 customers of 3 Chinese telecom operators and the data analysis run by AMOS 18.0 and SPSS 18.0, we found that perceived value has a positive impact on customer adoption, that perceived enjoyment and perceived service quality have a positive impact on perceived value respectively, and that perceived safety and perceived price has a negative impact on perceived value respectively. However, we found unexpectedly that industry standard has no impact on perceived value.