Open AccessSubscribers’ intention towards using 3G mobile services
Author(s) -
Norazah Mohd Suki
Publication year - 2011
Publication title -
journal of economics and behavioral studies
Language(s) - English
Resource type - Journals
ISSN - 2220-6140
DOI - 10.22610/jebs.v2i2.223
Subject(s) - usability , usable , technology acceptance model , key (lock) , business , mobile telephony , computer science , telecommunications , marketing , advertising , mobile radio , world wide web , computer security , human–computer interaction
3G mobile network offers higher data rates than the previous generation networks (1G and 2G). The purpose of this study is to examine the factors influencing subscribers’ intention towards using 3G mobile services with the Technology Acceptance Model (TAM) as the guiding principle. Cross sectional data were collected through a survey and analyzed by means of factor analysis, correlation and regression analysis. Out of 150 questionnaires, only 100 were usable. Findings show that Perceived Usefulness, Perceived Ease of Use and Attitude are jointly responsible in determining the subscribers’ intention to use of 3G mobile services. Perceived Usefulness was found as a key factor influences subscribers’ intention to use 3G mobile services. In addition, implications and direction for future research are discussed.