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The third generation (3G) mobile communication standard, paired with advanced cellular phone handsets permit individuals to access an increasing number of web and location based services. Mobile computing platforms represent a very large potential market segment for technology manufacturers and communication service providers. This paper examines the key factors that influence the adoption process and continued use of 3G mobile phones. Based on several well-known theories like Theory of Reasoned Action (TRA), Technology Acceptance Model (TAM), Theory of Planned Behavior (TPB), and Diffusion of Innovation (DOI) the current research attempts to develop a specific and practical model for the process of adopting 3G mobile phones and subsequent continued use by adopters. Data is collected via surveys from potential 3G customers. Descriptive statistics and multinomial regression are used to analyze data, and examine the relationships between constructs.

3G MOBILE PHONE ADOPTION AND CONTINUED USE: A PILOT STUDY