Towards an understanding of the behavioral intention to use 3G mobile value-added services

Abstract_As profit margins gradually decline, and market
competition becomes increasingly intensive, 3G telecom
operators must provide various mobile value-added services,

aswell as traditional voice services, to attract new subscribers
and retain old ones. However, for many 3G mobile value-added
services, whether ARPU (average revenue per user) can be effectively
enhanced depends on the consumer behavioral intentions. Therefore,
this study uses the Technology Acceptance Model as the foundation
and incorporate personal innovativeness and perceived cost to further
understand consumer’s behavioral intention to use 3G mobile value-added
services. The following conclusions can be reached from the research
findings: (1) consumer usage rate of current 3G value-added services
remains low; (2) increased personal innovativeness will directly enhance
the perceived ease of use of 3G mobile value-added services; (3) the
perceived usefulness is enhanced when consumers perceive higher ease
of use of value-added services; (4) perceived usefulness has the strongest
effect on consumer attitude, followed by perceived ease of use and perceived
cost, and (5) the most important factor in increasing consumer’s behavioral
intention to use 3G mobile value-added services is attitude, followed by
perceived ease of use, perceived cost and perceived usefulness. Results of this
study provide a valuable reference for service providers to develop mobile value-added services.