| Telecom industry in China has completely entered the3G era, and telecom operators are actively promoting3G services.But the key factor in the development of3G market is consumers’willingness to use3G services.Therefore, how to identify the key factors affecting consumers to use3G services has become a research topic of great practical significance.Based on previous researches about acceptance of new technologies,we found that consumers’ acceptance of new technologies was influenced not only by new technologies’ factors(such as ease of use, usefulness), but also by the consumer’s own characteristics.Therefore, this study mainly focuses on consumers’ self-construction characteristics. Basing on the technology acceptance model,we introduce self-construal as a moderator, and build3G service acceptance model.By an empirical study we conducted the following two studies:(1)Study the key factors affecting consumers’acceptance of3G services;(2)Explore the effects of self-construal as a moderator on3G services acceptance.This study used a questionnaire to collect data. A total of450questionnaires were distributed and in which398questionnaires were valid. SPSS17.0and Lisre18.70were applied to analyze these data,through factor analysis, reliability analysis, validity analysis, SEM and multiple group analysis. The conclusions of this study are as below:(1)The relationships in3G services acceptance model are modified by self-construal.(2)Perceived usefulness has positive and significant impact on consumers’ willingness to use3G services.(3)Perceived ease of use and subjective norm have positive significant impact on perceived usefulness, and indirectly effect consumers’ willingness to use3G services.(4)At this stage,perceived cost of3G services will not affect consumers’ willingness to use3G services.Based on these conclusions,this study discusses and offers several management recommendations for the development of3G services from user experience, marketing and tariff. |
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