towards an understanding of the behavioral intention to use 3 g mobile value added services
TRANSCRIPT
Towards an Understanding of the Behavioral Intentionto Use 3G Mobile
Value-Added Services
9822813 H.J Huang9822812 M.C Tsai
First
3G
What is 3G?
ThirdGeneration
Mobile Communication
Technology
So?
What Can 3G Provide Us?
Higher Wireless Bandwidth
Before 3G5~10 kb/s
This is 3G30~60 kb/s
DiversifiedVideo and Audio
Services
Before 3G
This is 3G
Telecom ServiceProviders
It Seems Those Guys Can Earn
More $$…
But Actually…
ARPUAverage Revenue Per User
Why?
The Old Time…
Now
The Decline in Conventional Voice Service TariffsThe Growing number of Mobile Telecom Users
Only
Conventional Voice Service
Is
Not
Enough!
So
Telecom Services Providers
Think
ProvideValue-Added
Service
Is a
New Opportunity
Telecom Services Providers
Provide
3G Value-AddedService
MMS Music
M-Bank
Game
FortuneNews
M-Health
And Wish It’s
A Chance To Earn $$
BUT
Low Usage
3G Value-AddedService
Unsure
That’s Why
To Understand
Customer’s Behavioral Intention
To Use
3G Value-AddedServices
IMPORTANT!
So
We Use
TechnologyAcceptance
Model
AKA
TAMTechnology Acceptance Model
+
CostConstruct
+
PersonalInnovativeness
=
Research Model
Not So Fast
Let’s Make Some Quick
ReviewFirst
TAMTechnology Acceptance Model
Based On
Theory of Reasoned Action
TRA Model
TRA : Quick Example
Tommy
Tommy
Sammy
Tommy took my PDA!!I Strongly Want to Kill
Him!!
I’ll Feel Much BetterIf I Kill Tommy
I Think No One Will Blame Me If I Kill
TommyP.S. Sammy is Drunk…
TAMTechnology Acceptance Model
Two Factors
Perceived Ease of Use
I Think It’s Easy To Use
Perceived Usefulness
I Think It’ll Help Me a Lot!
To Robber Bananas..
Purpose
Explain & Predict
IT Users’
Behavioral Intention
And
Practical Behaviors
External Variable
PersonalInnovativeness
The Degree ofInterest in
Trying
New Thing
New Concept
An Innovative Product / Service(3G Value-added Service)
We can be Established
Two Hypotheses
H1Personal Innovativeness positively influences Perceived Usefulness
of 3G mobile value-added services.
Personal Innovativeness
Perceived Usefulness
H1
H2Personal Innovativeness positively influences Perceived Ease of Use
of 3G mobile value-added services.
Personal Innovativeness
Perceived Ease of Use
H2
TAMTechnology Acceptance Model
H3 Perceived Ease of Use positively influences Perceived Usefulness
of 3G mobile value-added services.
Perceived Ease of Use
Perceived Usefulness
H3
H4 Perceived Usefulness positively
influences Attitude of 3G mobile value-added services.
Perceived Usefulness
AttitudeH4
H5 Perceived Ease of Use positively
influences Attitude of 3G mobile value-added services.
Perceived Ease of Use
AttitudeH5
H6 Perceived Usefulness positively influences Behavioral Intention
of 3G mobile value-added services.
Perceived Usefulness
Behavioral Intention
H6
H7 Attitude positively influences
Behavioral Intention of 3G mobile value-added services.
Attitude Behavioral Intention
H7
Perceived Cost
Money is always an Issue!!
H8 Perceived Cost negatively influences
the Attitude of 3G mobile value-added services.
Perceived Cost
AttitudeH8
H9 Perceived Cost negatively influences
Behavioral Intention of 3G mobile value-added services.
Perceived Cost
Behavioral Intention
H9
Now Let’s See Our Research Model
Research Model
Research Method
QuestionnaireDesign
22 items atBeginning
After PretestPilot test involving 50 undergraduate
and graduate students from one university in Taiwan
5 items were Eliminated
17 Questions
The Cronbach’s Alphavalue for each Construct
ranged from 0.764 to 0.887
Most people use mobilevalue-added service
are aged 21-30 years old
So We Choose thisage group (21-30)
as Sample
350 questionnaires were distributed.
269 valid responses were collected.
76.86% Valid Response Rate
Data Analysis
Demographic characteristics of the respondents
Types of 3G value-added services &Factors for not using 3G value-added services
Results and Discussion
Results and Discussion
• Structural Equation Model (SEM)
• LISREL 8.52
• maximum likelihood estimation
Fit indices for measurement model
Standardized factor loadings, SMC and CR
The direct, indirect, and total effect of each construct on behavioral intention
attitude > perceived ease of use > perceived cost > perceived usefulness > personal innovativeness.
Conclusions and Suggestions
Conclusions and suggestions 1/2
• This conclusion serves as a warning for telecom service providers, who view the young user group as the target market of value-added services
• Second, consumers with higher personal innovativeness perceive a higher ease of use of value-added services
• Finally, to enhance consumer’s behavioral intention to adopt 3G value-added services, attitude should be the primary focus, followed by perceived ease of use, perceived cost and perceived usefulness.
Conclusions and suggestions 2/2
• this study incorporated personal innovativeness as the antecedent affecting perceived usefulness and perceived ease of use, and used perceived cost to expand the TAM. However, research results indicate that personal innovativeness cannot alone explain perceived usefulness and perceived ease of use.
Thanks
Bye~