A Study on Adoption Levels of 3G Services in Andhra Pradesh

• Published in: Journal of commerce and management thought Vol. 5; no. 2; pp. 325 - 338
• Main Authors: Kumar, D. Prasanna, Raju, K. Venkateswara
• Format: Journal Article
• Language: English
• Published: Pune SSK Busilink 01.04.2014
• Subjects: Adoption; Behavior; Communications networks; Impact analysis; Influence; Informatics; Multimedia; Network; Quality of service; Service; Studies; Technology Acceptance Model; Technology adoption; User services; Wireless networks; Andhra Pradesh India; India
• ISSN: 0975-623X; 0976-478X
• DOI: 10.5958/j.0976-478X.5.2.025

Even though technological, business strategic and behavioral requirements should be met to obtain widespread adoption of the end-user 3G services, the behavioral demand- side adoption requirements are focused upon in this paper. To understand the adoption requirements of end-users, analyses of their context-specific and role-specific behavior when adopting such services should be conducted. Much research has already been conducted on endusers’ adoption of traditional mobile networks services, such as voice and messaging services. 3G opens up doors for high-speed transfer of both voice and data. However, the actual adoption rate of 3G has remained below expectations. Thus, it is important to understand the interplay of actors involved in the adoption process of this technology. Prior research suggests that external variables like convenience, self efficacy, service quality and variety of service, perceived value and price are significant factors in the adoption of a technology. In this study, we examine the impact of these factors on user adoption of 3G. The study found that 1) price, convenience and service quality are all significant predictors of perceived value 2) the relationship between variety of service and perceived value is mediated by convenience and 3) perceived value has a strong relationship with purchase intention. The study adds to the adoption literature and lends support to Zeithaml (1988)’s value dimensions. Consideration of the factors identified should lead to more successful adoption of 3G.