What Should the Consumer Care about 3G Value-Added Services?

DOI

10.2991/ceie-16.2017.74How to use a DOI?

Keywords

Mobile Commerce; 3G Value-added Services; Technology Acceptance Model; Consumer Behavior Intention; Influence

Abstract

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.

Copyright

© 2017, 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  - 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  - 10.2991/ceie-16.2017.74
ID  - Du2016/10
ER  -