Investigating adoption factors of 3G services: An empirical study in Vietnam

Abstract

This study aimed to examine the factors that affect the 3G mobile services adoption. The technology acceptance model was used, and structural equation modeling was applied to the data sample obtained from a survey in Hanoi, the capital of Vietnam. The research found that perceived usefulness has the strongest effect on intention and attitude to adopt. Social influence does not affect 3G services adoption. The result also underlines the variable of attitude that it should not be eliminated from technology acceptance models. Based on the findings, this research proposes practical recommendations to 3G providers, such as enhancing the service usefulness and focusing on features developed via collaborations between telecommunication carriers and content developers. Furthermore, 3G providers are recommended to focus on understanding their customers' needs better rather than relying on peer and social advertising in promoting 3G services. Finally, future research is proposed to study the effect of different combinations of perceived enjoyment, usefulness, and ease of use, and the relationship between perceived cost, social influence, and intention on 3G services adoption. "3G" is the third generation of mobile communication technology. It is a generic term for a group of telecommunication standards that offer similar functionalities, in principle, increasing the speed and capacity of communications over mobile networks. By adopting 3G, users can access the Internet and experience new applications and business models such as mobile banking, online games, and social networks more easily from their portable devices (Chong, Ooi, Lin, & Bao, 2012;Du, Zhu, Zhao, & Lu, 2012). 3G also enables services over the Internet for devices that are difficult to connect with fixed-line communications, for example, personal health devices and security monitoring devices. On the other hand, it can be expensive to install fixed data cables in some locations, and 3G networks can in such cases replace these fixed cables for certain applications. In particular, in many emerging economies, 3G can promote the use of the Internet because of its advantages compared to the cable services (Ministry of Information and Communication, 2014). People who are unable to use home Internet for their e-banking can still use e-banking over 3G networks. In this way, 3G-enabled wireless communication networks can enable services for people who would otherwise find themselves excluded from the information society.These possibilities are reflected in the subscriber numbers to mobile communication networks; the number of people subscribing to mobile Internet was in 2009 already at almost parity with the number of those using fixed-line Internet (Xie, Zhang, & Zeng, 2009). Worldwide, 3G mobile networks were launched in countries such as Japan, Korea, many European countries, and the United States, from the year 2000 and their adoption has been rapid. Although many developing countries such as the Southeast Asian countries are late entrants to 3G, this ra...

Reputation and its consequences in Fintech services: the case of mobile banking

“…Even though PU and PEOU are addressed as the most important constructs in predicting IT acceptance, several empirical works argue that these two factors are not enough to explain behavioral intention (INT) of technological services (Benbasat and Barki, 2007;Chuttur, 2009;Tapanainen et al, 2018). Thus, other factors were added to TAM with the aim to better explain user intention to adopt or use, depending on specific contexts.…”

Corporate social responsibility, ambidextrous leadership, and service excellence

“…Investigations should be conducted on the role of CSR in activating service behaviors among hospitality employees or healthcare workers. Moreover, since the Vietnamese context is collectivistic in nature (Tapanainen et al , 2018), other-oriented value is more likely to thrive under the influence of CSR, leading to customer-oriented OCB and service recovery performance. Therefore, our research model should be retested with national culture as a moderator in comparative analyses across collectivistic vs individualistic cultures.…”

Dimensions of mobile service adoption – a systematic literature review

“…Further, there are not many studies on the adoption of mobile services (Lin et al. , 2015; Tapanainen et al. , 2018).…”

“…The number of articles finally selected was influenced by the decision of including studies published only from 2014. Further, there are not many studies on the adoption of mobile services (Lin et al, 2015;Tapanainen et al, 2018). The details of the search process are given in the table below (Table 2).…”