A Study of Factors Affecting Customer Adoption of 3G Service in China

DOI

10.2991/icaicte.2013.174How to use a DOI?

Keywords

3G service, adoption, factors

Abstract

Though Chinese telecom operators has provided 3G service to their customers for more than three years, the study of the factors affecting customer adoption of 3G service in China has not been conducted yet by scholars. The purpose of this study is to fill this void. Through the investigation of the samples of 413 customers of 3 Chinese telecom operators and the data analysis run by AMOS 18.0 and SPSS 18.0, we found that perceived value has a positive impact on customer adoption, that perceived enjoyment and perceived service quality have a positive impact on perceived value respectively, and that perceived safety and perceived price has a negative impact on perceived value respectively. However, we found unexpectedly that industry standard has no impact on perceived value.

Copyright

© 2013, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yongbing Jiao
AU  - Jian Yang
AU  - Shanling Xu
PY  - 2013/08
DA  - 2013/08
TI  - A Study of Factors Affecting Customer Adoption of 3G Service in China
BT  - Proceedings of the 2013 International Conference on Advanced ICT and Education
PB  - Atlantis Press
SP  - 856
EP  - 861
SN  - 1951-6851
UR  - https://doi.org/10.2991/icaicte.2013.174
DO  - 10.2991/icaicte.2013.174
ID  - Jiao2013/08
ER  -