What Should the Consumer Care about 3G Value-Added Services?
Available Online October 2016.
- https://doi.org/10.2991/ceie-16.2017.74How to use a DOI?
- Mobile Commerce; 3G Value-added Services; Technology Acceptance Model; Consumer Behavior Intention; Influence
- As the market competition becomes increasingly intensive, and the profit from traditional voice services margins gradually declines. 3G telecom operators must provide various value-added services and enhance the ARPU (average revenue per user) depending on the consumer behavioral intentions. Therefore, this study uses the TAM (technology acceptance model) as the foundation to further understand consumer's behavioral intention to use 3G value-added services. After reviewing almost all the previous related papers, this study develops a conceptual model of customer adoption. The following conclusions can be reached from the research findings: (1) Twelve important factors are proposed, which are named perceived usefulness, perceived ease of use, perceived security, perceived price, use experience, perceived enjoyment, need for uniqueness, social influence, context and compatibility, gender, age and income; (2) The factors are separated to six types, including general perceptions, sacrifice perceptions, psychographics, applicability, social influence, demographics.
- Open Access
- This is an open access article distributed under the CC BY-NC license.
Cite this article
TY - CONF AU - Huiying Du PY - 2016/10 DA - 2016/10 TI - What Should the Consumer Care about 3G Value-Added Services? BT - Proceedings of the International Conference on Communication and Electronic Information Engineering (CEIE 2016) PB - Atlantis Press SP - 573 EP - 583 SN - 2352-5401 UR - https://doi.org/10.2991/ceie-16.2017.74 DO - https://doi.org/10.2991/ceie-16.2017.74 ID - Du2016/10 ER -