Behavioral Intention towards the Use of 3G Technology

Abstract

Nowadays, 3G technologies provide people with higher wireless bandwidth, audio and video services, as well as mobile internet access all in one mobile environment. The information technology industry needs to understand why people prefer this technology, which variables and opportunities convinced them to use it. The focus of this study is to examine the factors affecting 3G technology perception and adoption. In the theoretical framework of the study, Technology Acceptance Model (TAM) and Unified Theory of Acceptance and Use of Technology (UTAUT) are used as guidelines. In order to analyze 3G users' perception and behavioral intention, external variables (perceived usefulness, perceived ease of use, price, variety of 3G services, service quality and social influence) and control variables (gender, age, education level, experience, occupation, payment type) are analyzed through a survey study. The results show that perceived usefulness, variety of 3G services, service quality and social influence are influencing factors towards the behavioral intention of 3G usage.

Mediating Effects of Behavioral Intention Between 3g Predictors and Service Satisfaction

“…It means that the students' intention to use this technology is influenced by their friends, family member, lecturers, and other social surroundings. The results of this study are supported by several previous studies, that found this construct to be a major predictor of consumers' intention to use the technology (Du et al, 2012;Mardikyan et al, 2012;Ong et al, 2008;Wu et al, 2007). The construct was significant predictor in the context of Malaysia, China, Turkey, and Taiwan.…”

“…Du et al (2012) found perceived price to have negative effect on the behavioral intention to use 3G technology among Chinese consumers. In addition, Ong et al (2008) and Mardikyan et al (2012) …”

“…Therefore, social influence was found as good predictor of behavioral intention to use a new technology (Venkatesh et al, 2003;Venkatesh & Zhang, 2010). In the context of 3G technology, social influence significantly predicted behavioral intention to use 3G service among Chinese (Du et al, 2012) and Turkish consumers (Mardikyan et al, 2012). In addition, Ong et al (2008) …”

“…'s study suggested direct relationships of use behavior with the four main predictors. Integrating UTAUT and TAM models, Mardikyan, Beşiroğlu, and Uzmaya (2012) found that behavioral intention to adopt 3G technology among Turkish consumers was predicted by perceived usefulness, service quality, variety of service, price, and social influence. Therefore, the current study enriches the literature on the prediction of 3G technology adoption from the perspective of UTAUT theory.…”

Understanding intention to use mobile learning: a perspective of the extended unified theory of acceptance and use of technology

“…In this regard, recent studies in wide-ranging research domains have adopted the UTAUT as the underlying theoretical basis. These studies have included an examination of organizational learning systems (Wong and Huang, 2011), mobile banking implementations (AbuShanab and Pearson, 2007;Zhou, 2012), 3G mobile communication (Mardikyan et al, 2012;Wu et al, 2012) and wireless communications (Anderson and Schwager, 2004). Furthermore, the UTAUT has been adopted as the theory to examine the acceptance by students of blackboard technology as indicated by Marchewka and Kostiwa (2014); Pynoo et al (2011) applied UTAUT to measure the level of acceptance and utilization of a digital learning environment by secondary school teachers, and UTAUT has been adopted as the theoretical framework to examine training in health care systems (Marshall et al, 2011).…”