| The steady growth of mobile users promoted the rapid development of value-added services in mobile communications market in recent years. Based on rapid substitution of mobile services, as 3G license pemitted in China in 2009, mobile value-added services promoted the development of communication. Its influence on social and economic is more and more important. In China, the tremendous process of wireless communication technology, Chinese 3G value-added services has shown signs of scale and emerged several new features, such as mobility, high speed, ubiquity, personalization.High-speed 3G technology enables a lot of services, such as mobile commerce, mobile payment, location-based services and mobile Internet, then, the consumer will consider more and more and their adoption behavior will be changed when they would like to choise some value-added services. The study explores factors impacted on the behavior intention of 3G value-added services empirically. The results of the study not only help us to understand the consumers'adoption, but also provide pratical implications to 3G operator. It has a great theoretical and practical significance to increase the sready and speed of 3G value-added services.This study includes the following sections:Firstly, based on the development backround of 3G value-added services, we defined the research scope and identified the research questions. Secondly, after reviewing the literature of consumer behavior and adoption on related area, we developed a theoretical framework of adoption behavior on 3G value-added services, including the definitions of variables and the hypothesis of the relationships. Thirdly, based on developing the scale of the antecedents, we conducted empirical analysis, including reliability analysis, validity analysis, factor analysis, correlation analysis, regression analysis and structural equation model testing. Then we founnd the factors impacted on the adoption of 3G value-added. Finally, along with security perceived being the most significant influence on adoption, we build a trust management game model suitable for 3G mobile commerce based on the perspective of game theory.This study applied the sociology survey research method of consumer behavior and research methodology proposed by Wallance. Firstly, after the abservation of all the issues and phenomenon, we presented scientific issues and research content. Secondly, based on the theories of adoption, the concepts were analyzed and the hypotheses reflecting the relationship among concepts were conducted. Perceived usefulness, ease of use, security, price, entertainment, needs of unique, experience, network context, and the concepts of social influence would be discussed. Thirdly, we collected the data by surveys to analyze the statistical programs using some software, such as SPSS, AMOS and LISREL. Then the hypotheses raised in the conceptual framework were verified. Finally, based on the results of empirical parts above, we analyzed them furtherly via game theory, as well as, considered future research on this issue.The results of this theoretic study and empirical analysis are as follows:(?) The conclusion about the valance framework of consumer adoption of 3G value-added services. The research model in this study can explain 68% of variance of behavior intention,59% of variance of perceived usefulness and 53% of variance of perceived ease of use. There are some factors impacted on behavior intention significantly, such as perceived security, perceived usefulness, perceived price, network context and compatibility, social influence, age and income(P<0.001), as well as perceived entertainment and age(P<0.05). Among them, the perceived security has greatest impact on behavior intention. However, the impacts on behavior intention from perceived ease of use, needs of unique, user experience and gender are not significant.(ii) The conclusion about difference impacts on consumer adoption from male and female. The degree of influence on behavior intention is quite different based on the sub-group teating. The perceived entertainment and use of network context and compatibility (network, terminal adapter), significantly affect behavior intention on the male group, while the influences from female group are not significant. At the same time, the effects from perceived usefulness and perceived price on women group are quite significant, but not on the men group.(iii) The conclusion about the trust management mechanism for 3G mobile commerce. Combining the characteristics of 3G, this study develops new security credit mechanisms for mobile commerce, including the reputation model based on the original trust mechanism, trust mechanism based on service-oriented fuzzy and trust mechanism based on fuzzy and authentical third-party. It demonstrstes that the trust management mechanism of authentical third-party is effective based on repeated games, which can identify not only long-term credits of old operators, but also the credits of new registered operators of mobile commerce. |
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