Factors influencing the usage of 3G mobile services in Taiwan

• Published in: Online information review Vol. 31; no. 6; pp. 759 - 774
• Main Authors: Liao, Chun-Hsiung, Tsou, Chun-Wang, Huang, Ming-Feng
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Group Publishing Limited 27.11.2007; Emerald
• Subjects: Attitudes; Beliefs; Business Administration; Code Division Multiple Access; Communications; Consumers; Exact sciences and technology; Individual Differences; Information and communication sciences; Information science. Documentation; Intention; Job Performance; Job Satisfaction; Library and information science. General aspects; Mobile communication systems; Mobile communications networks; Multimedia; Perception; Perceptions; Predictive Validity; Sciences and techniques of general use; Social Status; Statistical Data; Studies; Taiwan; Technology Acceptance Model; Use and user studies. Information needs; User behavior; User studies; Variables; Wireless networks; Taiwan; Perception; Mobile communication systems; User studies; Taiwan; Mobile radiocommunication; Technology acceptance model; User study; Use study
• DOI: 10.1108/14684520710841757
• ISSN: 1468-4527

Purpose - The purpose of this study is to analyse factors influencing subscribers' usage of 3G mobile services in Taiwan.Design methodology approach - The research model, based on a technology acceptance model (TAM) and added perceived enjoyment, was tested by means of a two-stage structure equation modelling approach. Data were collected from 532 respondents via a web questionnaire survey.Findings - The findings indicate that perceived usefulness, perceived ease of use and perceived enjoyment are positively related to attitude, and perceived enjoyment has a positive influence on perceived usefulness.Practical implications - The findings suggest users of 3G mobile services need to be provided with more diverse and entertaining ways of communicating, which are at the same time easily accessible and convenient to use.Originality value - A new correlation from perceived enjoyment to perceived usefulness was found to have a significant effect. This finding indicates enjoyment as a key factor influences customers' adoption of 3G services.