A Study On Usage Intention Factors Of 3G Service

With the formal issuance of 3G licenses in 2009, China's telecommunications industry enters 3G period in the round. Therefore, How to migrate the existing 2G customers to 3G , How to attract new users, How to identify the key factors which influence consumers' acceptance of 3G services, how to start a large-scale customer demand as soon as possible has become a very realistic research topic. For one thing it has important marketing implications for the telecom operators currently; also it is of great significance to the future development of China's telecommunications industry as a whole.On the basis of a systematic review on the past relative researches, and combining the the user's needs and characteristics, a research model which bases Technology Acceptance Model, the COMPASS Acceptance Model and perceived enjoyment theory on is constructed in order to explore the key factors which influence consumers' acceptance of 3G services. 229 copies of effective questionnaires was obtained after giving out 310 ones in all. SPSS was applied to deal with these data.The conclusion of this study is as below:(1) Perceived usefulness, perceived ease of use, perceived enjoyment, perceived mobility, and subjective norm have positive significant impact on usage attitude toward 3G services. Perceived cost has negative significant impact on usage attitude toward 3G services.(2) Perceived usefulness, perceived enjoyment, and subjective norm have positive significant impact on usage intention toward 3G services. Perceived cost has negative significant impact on usage intention toward 3G services.(3) Attitude toward using 3G services has positive significant impact on usage intention toward 3G services. It completely mediates the relationship between perceived mobility and usage intention toward 3G services, while partially mediates the relationship between Perceived usefulness, perceived enjoyment, subjective norm, perceived cost and usage intention toward 3G services.(4) Consumer characteristics function differently in the dimension of factors which influence usage intention toward 3G services.Based on these conclusions, the study offers some advice and suggestions on the promotion of 3G services...