Exploring the mass adoption of third-generation (3G) mobile phones in Taiwan

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Title:	Exploring the mass adoption of third-generation (3G) mobile phones in Taiwan
Authors:	Teng, WC (Teng, Weichen) Yu, HJ (Yu, Hueiju) Lu, HP (Lu, Hsi-Peng)
Contributors:	廣告系
Keywords:	3G Mobile phone Perceived utility Technology acceptance Consumer behavior
Date:	2009
Issue Date:	2011-11-28 15:52:43 (UTC+8)
Abstract:	Given that no all new mobile telecommunications technology are accepted by the mass market, this study aims to understand the mass adoption of third-generation (3G) mobile phones that is hypothesized to comprise three consumer perceptions: new technology, new service, and new handset. Based on the theoretical framework of a consumer's decision making process. an empirical study of the mass adoption of 3G mobile phones in Taiwan was conducted. This study demonstrated that perceived utility of a new mobile service was a key factor that resulted in mass adoption. Further, it was found that perceived utility of a new handset directly stimulate consumers to purchase 3G mobile phones. Perceived risk and perceived expense are not negatively correlated with intentions as hypothesized: Moreover, perceived no need was another key factor that inhibited adoption and purchase intention. (C) 2009 Elsevier Ltd. All rights reserved.
Appears in Collections:	[Department of Advertising ] journal articles

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