Towards An Understanding Of The Behavioral Intention To Use 3 G Mobile Value Added Services

Towards an Understanding of the Behavioral Intentionto Use 3G Mobile

Value-Added Services

9822813 H.J Huang9822812 M.C Tsai

First

3G

What is 3G?

ThirdGeneration

Mobile Communication

Technology

So?

What Can 3G Provide Us?

Higher Wireless Bandwidth

Before 3G5~10 kb/s

This is 3G30~60 kb/s

DiversifiedVideo and Audio

Services

Before 3G

This is 3G

Telecom ServiceProviders

It Seems Those Guys Can Earn

More $$…

But Actually…

ARPUAverage Revenue Per User

Why?

The Old Time…

Now

The Decline in Conventional Voice Service TariffsThe Growing number of Mobile Telecom Users

Only

Conventional Voice Service

Is

Not

Enough!

So

Telecom Services Providers

Think

ProvideValue-Added

Service

Is a

New Opportunity

Telecom Services Providers

Provide

3G Value-AddedService

MMS Music

M-Bank

Game

FortuneNews

M-Health

And Wish It’s

A Chance To Earn $$

BUT

Low Usage

3G Value-AddedService

Unsure

That’s Why

To Understand

Customer’s Behavioral Intention

To Use

3G Value-AddedServices

IMPORTANT!

So

We Use

TechnologyAcceptance

Model

AKA

TAMTechnology Acceptance Model

+

CostConstruct

+

PersonalInnovativeness

=

Research Model

Not So Fast

Let’s Make Some Quick

ReviewFirst

TAMTechnology Acceptance Model

Based On

Theory of Reasoned Action

TRA Model

TRA : Quick Example

Tommy

Tommy

Sammy

Tommy took my PDA!!I Strongly Want to Kill

Him!!

I’ll Feel Much BetterIf I Kill Tommy

I Think No One Will Blame Me If I Kill

TommyP.S. Sammy is Drunk…

TAMTechnology Acceptance Model

Two Factors

Perceived Ease of Use

I Think It’s Easy To Use

Perceived Usefulness

I Think It’ll Help Me a Lot!

To Robber Bananas..

Purpose

Explain & Predict

IT Users’

Behavioral Intention

And

Practical Behaviors

External Variable

PersonalInnovativeness

The Degree ofInterest in

Trying

New Thing

New Concept

An Innovative Product / Service(3G Value-added Service)

We can be Established

Two Hypotheses

H1Personal Innovativeness positively influences Perceived Usefulness

of 3G mobile value-added services.

Personal Innovativeness

Perceived Usefulness

H1

H2Personal Innovativeness positively influences Perceived Ease of Use

of 3G mobile value-added services.

Personal Innovativeness

Perceived Ease of Use

H2

TAMTechnology Acceptance Model

H3 Perceived Ease of Use positively influences Perceived Usefulness

of 3G mobile value-added services.

Perceived Ease of Use

Perceived Usefulness

H3

H4 Perceived Usefulness positively

influences Attitude of 3G mobile value-added services.

Perceived Usefulness

AttitudeH4

H5 Perceived Ease of Use positively

influences Attitude of 3G mobile value-added services.

Perceived Ease of Use

AttitudeH5

H6 Perceived Usefulness positively influences Behavioral Intention

of 3G mobile value-added services.

Perceived Usefulness

Behavioral Intention

H6

H7 Attitude positively influences

Behavioral Intention of 3G mobile value-added services.

Attitude Behavioral Intention

H7

Perceived Cost

Money is always an Issue!!

H8 Perceived Cost negatively influences

the Attitude of 3G mobile value-added services.

Perceived Cost

AttitudeH8

H9 Perceived Cost negatively influences

Behavioral Intention of 3G mobile value-added services.

Perceived Cost

Behavioral Intention

H9

Now Let’s See Our Research Model

Research Model

Research Method

QuestionnaireDesign

22 items atBeginning

After PretestPilot test involving 50 undergraduate

and graduate students from one university in Taiwan

5 items were Eliminated

17 Questions

The Cronbach’s Alphavalue for each Construct

ranged from 0.764 to 0.887

Most people use mobilevalue-added service

are aged 21-30 years old

So We Choose thisage group (21-30)

as Sample

350 questionnaires were distributed.

269 valid responses were collected.

76.86% Valid Response Rate

Data Analysis

Demographic characteristics of the respondents

Types of 3G value-added services &Factors for not using 3G value-added services

Results and Discussion

Results and Discussion

• Structural Equation Model (SEM)

• LISREL 8.52

• maximum likelihood estimation

Fit indices for measurement model

Standardized factor loadings, SMC and CR

The direct, indirect, and total effect of each construct on behavioral intention

attitude > perceived ease of use > perceived cost > perceived usefulness > personal innovativeness.

Conclusions and Suggestions

Conclusions and suggestions 1/2

• This conclusion serves as a warning for telecom service providers, who view the young user group as the target market of value-added services

• Second, consumers with higher personal innovativeness perceive a higher ease of use of value-added services

• Finally, to enhance consumer’s behavioral intention to adopt 3G value-added services, attitude should be the primary focus, followed by perceived ease of use, perceived cost and perceived usefulness.

Conclusions and suggestions 2/2

• this study incorporated personal innovativeness as the antecedent affecting perceived usefulness and perceived ease of use, and used perceived cost to expand the TAM. However, research results indicate that personal innovativeness cannot alone explain perceived usefulness and perceived ease of use.

Thanks

Bye~