Towards an understanding of the behavioral intention to use 3G mobile value-added services

As profit margins gradually decline, and market competition becomes increasingly intensive, 3G telecom operatorsmust provide variousmobile value-added services, aswell as traditional voice services, to attract new subscribers and retain old ones. However, for many 3G mobile value-added services, whether ARPU (average revenue per user) can be effectively enhanced depends on the consumer behavioral intentions. Therefore, this study uses the Technology Acceptance Model as the foundation and incorporate personal innovativeness and perceived cost to further understand consumer’s behavioral intention to use 3Gmobile value-added services. The following conclusions can be reached from the research findings: (1) consumer usage rate of current 3G value-added services remains low; (2) increased personal innovativeness will directly enhance the perceived ease of use of 3Gmobile value-added services; (3) the perceived usefulness is enhanced when consumers perceive higher ease of use of value-added services; (4) perceived usefulness has the strongest effect on consumer attitude, followed by perceived ease of use and perceived cost, and (5) themost important factor in increasing consumer’s behavioral intention to use 3Gmobile value-added services is attitude, followed by perceived ease of use, perceived cost and perceived usefulness. Results of this study provide a valuable reference for service providers to develop mobile value-added services. 2008 Elsevier Ltd. All rights reserved.