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Article
Publication date: 17 August 2012

Huiying Du, Ge Zhu, Limin Zhao and Tingjie Lv

As the market competition becomes increasingly intensive and the profit from traditional voice services margins gradually decline, 3G telecom operators must provide various…

Abstract

Purpose

As the market competition becomes increasingly intensive and the profit from traditional voice services margins gradually decline, 3G telecom operators must provide various value‐added services to enhance the ARPU (average revenue per user). The purpose of this paper is to recognize the factors infecting the adoption of 3G value‐added services.

Design/methodology/approach

The TAM (technology acceptance model) was used as the foundation to further understand consumer's behavioral intention to use 3G value‐added services. Structural equation modelling (SEM) was used to develop a conceptual model of customer adoption and nine important factors were proposed. The authors conducted a questionnaire investigation, using a large sample, in the Chinese 3G value‐added service market. SPSS and AMOS were applied to analyze the survey data.

Findings

The empirical findings are: security and social influence are two of the most important factors in 3G market; 3G value‐added services must be perceived as enjoyment and useful; using context should be friendly and compatible; and in a whole view, the influence from gender, ease of use and need for unique to adoption intention is not significant, but to separate as two models, the difference is huge – the female group considers more about price and usefulness, while the male group thinks about enjoyment and compatibility.

Practical implications

The sample of this study is limited at the range of empirical data; the development of 3G technology has not yet been perfected in China and this study fails to include all of the 3G value‐added services, some of which are still in the exploratory phase of development. At the same time, the cities in this study cannot be said to represent the present stage of the whole of China.

Originality/value

The paper develops a conceptual structural equation model on the area of 3G value‐added services in China. The findings in the paper would help 3G providers to improve their services.

Details

Nankai Business Review International, vol. 3 no. 3
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 1 August 2016

Sajad Rezaei, Muslim Amin, Minoo Moghaddam and Norshidah Mohamed

The purpose of this study is to examine the impact of service quality, perceived usefulness and users’ cognitive satisfaction to determine the third-generation (3G) mobile phone…

Abstract

Purpose

The purpose of this study is to examine the impact of service quality, perceived usefulness and users’ cognitive satisfaction to determine the third-generation (3G) mobile phone users’ behavioural retention in using 3G telecommunications services.

Design/methodology/approach

A total of 243 valid questionnaires were collected from 3G users in the Klang Valley, Malaysia. The combination of partial least squares (PLS) path modelling approach and structural equation modelling (SEM; PLS-SEM) technique was used to analyze the measurement and structural model.

Findings

Our empirical assessment supports the proposed research hypotheses and further suggests that service quality is a second-order reflective construct comprising navigation and visual design, management and customer service and system reliability and connection quality.

Originality/value

Prior studies have examined the impact of service quality, perceived usefulness, overall users’ satisfaction and behavioural intention on an information system in general. This study is among the few studies that have attempted to gain insights into 3G users’ post-adoption experience with telecommunications services.

Details

Nankai Business Review International, vol. 7 no. 3
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 27 November 2007

Chun‐Hsiung Liao, Chun‐Wang Tsou and Ming‐Feng Huang

The purpose of this study is to analyse factors influencing subscribers' usage of 3G mobile services in Taiwan.

3622

Abstract

Purpose

The purpose of this study is to analyse factors influencing subscribers' usage of 3G mobile services in Taiwan.

Design/methodology/approach

The research model, based on a technology acceptance model (TAM) and added perceived enjoyment, was tested by means of a two‐stage structure equation modelling approach. Data were collected from 532 respondents via a web questionnaire survey.

Findings

The findings indicate that perceived usefulness, perceived ease of use and perceived enjoyment are positively related to attitude, and perceived enjoyment has a positive influence on perceived usefulness.

Practical implications

The findings suggest users of 3G mobile services need to be provided with more diverse and entertaining ways of communicating, which are at the same time easily accessible and convenient to use.

Originality/value

A new correlation from perceived enjoyment to perceived usefulness was found to have a significant effect. This finding indicates enjoyment as a key factor influences customers' adoption of 3G services.

Details

Online Information Review, vol. 31 no. 6
Type: Research Article
ISSN: 1468-4527

Keywords

Article
Publication date: 29 July 2014

Muslim Amin, Sajad Rezaei and Maryam Abolghasemi

– The purpose of the study is to investigate the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust on mobile website satisfaction.

7910

Abstract

Purpose

The purpose of the study is to investigate the impact of perceived usefulness (PU), perceived ease of use (PEOU) and trust on mobile website satisfaction.

Design/methodology/approach

A total of 302 valid questionnaires were collected to empirically test the research model. Structural equation modeling (SEM) was performed to evaluate the reliability and validity of the measurement model and structural models.

Findings

The results show that there is a positive relationship between PEOU, PU and mobile users’ satisfaction. PU is positively related to trust and mobile users’ satisfaction. Moreover, trust positively influences mobile users’ satisfaction.

Practical implications

Drawing on the technology acceptance model and trust theory, this study develops and empirically examines a model for consumers’ satisfaction to use mobile services. This study contributes new insights concerning the marketing literature by examining the impact of PU, PEOU and trust on mobile users’ satisfaction.

Originality/value

The contribution of the study is significant for both mobile marketers and academicians in the era of the third-generation environment. This study is among the first few attempts to integrate the TAM with trust to determine mobile user satisfaction.

Details

Nankai Business Review International, vol. 5 no. 3
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 4 September 2017

Charles Makanyeza

The purpose of this paper is to investigate the determinants of consumers’ intention to adopt mobile banking services in Zimbabwe.

4475

Abstract

Purpose

The purpose of this paper is to investigate the determinants of consumers’ intention to adopt mobile banking services in Zimbabwe.

Design/methodology/approach

A survey of 232 bank customers was conducted in Chinhoyi, Zimbabwe, using a structured questionnaire with Likert-type questions. Customers were randomly intercepted as they walked out of five major banks. Structural equation modelling, independent-samples t-test and one-way ANOVA were used to test research hypotheses.

Findings

The study found that perceived usefulness, perceived self-efficacy, social influence, relative advantage and perceived compatibility all have a positive effect, whilst perceived risk has a negative effect on behavioural intention to adopt mobile banking services in Zimbabwe. Perceived ease of use, facilitating conditions, perceived complexity, perceived trialability, awareness-knowledge and demographic factors (gender, age, education and income) did not significantly influence behavioural intention to adopt mobile banking. Perceived ease of use was found to positively influence perceived usefulness, while perceived self-efficacy was found to have a positive effect on perceived ease of use. Behavioural intention was found to positively influence usage of mobile banking services in Zimbabwe.

Research limitations/implications

Data were collected from bank customers in Chinhoyi, one of the emerging towns in Zimbabwe. Future research should be expanded to include other major cities in Zimbabwe and other countries. More similar studies should be conducted to test the factors identified in literature in different contexts and markets and on other innovations.

Practical implications

The study advises banks to pay particular attention to perceived usefulness, perceived self-efficacy, social influence, relative advantage, perceived compatibility and perceived risk when designing new mobile banking services.

Originality/value

There is not a unified position regarding factors influencing mobile banking adoption. Factors vary with contexts, markets, time and types of innovations. The study tested some major factors identified in literature in the context of Zimbabwe.

Details

International Journal of Bank Marketing, vol. 35 no. 6
Type: Research Article
ISSN: 0265-2323

Keywords

Article
Publication date: 16 August 2013

Kavita Srivastava and Narendra K. Sharma

The present study aims to investigate the impact of perceived quality, brand extension incongruity, involvement and perceived risk on consumer attitude towards brand extension…

3435

Abstract

Purpose

The present study aims to investigate the impact of perceived quality, brand extension incongruity, involvement and perceived risk on consumer attitude towards brand extension across three product types, namely, FMCG, durable goods and service (FDS) sectors. More importantly, the study seeks to explore the importance of involvement profile comprising relevance, pleasure, sign‐value, risk importance and risk probability and perceived risk facets (financial, psychological and performance) in acceptance of brand extension across FDS.

Design/methodology/approach

Three questionnaire‐based surveys were conducted to collect the data for FMCG, durable and service brand extensions. Regression analyses and Chow test were computed to investigate differences in consumer evaluation across FDS.

Findings

Results revealed significant different effects of variables across the three product types. The impact of perceived quality was greater in the case of services than FMCG and durables. On the other hand, perceived risk and involvement had stronger influence on evaluation of durables and service than FMCG brand extensions.

Research limitations/implications

The present study gives a comprehensive view of how consumers evaluate the service and non‐service brand extensions.

Originality/value

The major contributions of this study are: generalization of the findings related to brand extension incongruity in the service area; examination of the multidimensional role of involvement in terms of relevance, pleasure, sign value, risk importance and risk probability in brand extension context across FMCG, durables and service product types; and exploration of the role of risk facets, namely, financial, performance and psychological in determining consumers' attitude towards brand extension.

Details

Journal of Indian Business Research, vol. 5 no. 3
Type: Research Article
ISSN: 1755-4195

Keywords

Article
Publication date: 1 June 2003

Morna S.Y. Lee, Peter J. McGoldrick, Kathleen A. Keeling and Joanne Doherty

Telecommunications companies world‐wide are developing 3G mobile phones and applications. In the UK, mobile banking is considered to be one of the most value‐added and important…

7236

Abstract

Telecommunications companies world‐wide are developing 3G mobile phones and applications. In the UK, mobile banking is considered to be one of the most value‐added and important mobile services available. However, the adoption rate of using 3G mobile phones for financial services is yet to be determined. The current research examined both innovative attributes and customers’ perceived risk in order to understand customers’ behaviour and motivation toward this innovation. It has advanced the theoretical frameworks of innovation and customers’ risk perception as new attributes and risk dimensions were identified. The findings provide banking executives with a better understanding of what are the perceived advantages and disadvantages of 3G mobile banking services, helping them to plan marketing strategies and promotion approaches for 3G mobile banking services in the future.

Details

International Journal of Retail & Distribution Management, vol. 31 no. 6
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 1 December 2001

Lara Srivastava

Outlines Japan’s journey to third‐generation mobile (3G). Posits a number of factors have been responsible for driving Japan in the direction of 3G. Examines developments in 3G

Abstract

Outlines Japan’s journey to third‐generation mobile (3G). Posits a number of factors have been responsible for driving Japan in the direction of 3G. Examines developments in 3G mobile phones and the situation reached in that country. Sums up that there are a number of lessons to be learned from the Japanese experience, notably on market structure.

Details

info, vol. 3 no. 6
Type: Research Article
ISSN: 1463-6697

Keywords

Article
Publication date: 1 December 2002

Shengnan Han, Ville Harkke, Par Landor Ruggero and Rossi de Mio

The advent of the 3G world of mobile commerce has suffered from the wait‐and‐see mode over the last years. Existing barriers pose a challenge to all actors in the mobile commerce…

Abstract

The advent of the 3G world of mobile commerce has suffered from the wait‐and‐see mode over the last years. Existing barriers pose a challenge to all actors in the mobile commerce industry (MCI). Learning from the future and discovering a route to a desired future are keys to successful mobile commerce business. In this paper we argue that it is very important that all actors in the MCI use an industry foresight approach in order to discover a successful route to future markets. We present a framework for creating industry foresights and for understanding the future of mobile commerce. We focus on the mobile commerce industry as a whole and introduce two broad variables; (1) adoption and diffusion of mobile commerce products and services; and (2) the macro‐economic development trend. Based on these variables we build four foresight scenarios: Rapid‐Up, Rapid‐Down, Slow‐Down and Slow‐Up. On the basis of these four different scenarios we suggest some features of promising mobile commerce products and services. We are using information‐gathering agents in order to collect information for our analysis. The foresight framework will help all actors understand the future for m‐commerce.

Details

Journal of Systems and Information Technology, vol. 6 no. 2
Type: Research Article
ISSN: 1328-7265

Article
Publication date: 8 January 2018

Khushbu Madan and Rajan Yadav

The purpose of this paper is to determine the key factors influencing mobile shopping adoption intention and actual usage in the backdrop of the moderating effect of gender and…

3528

Abstract

Purpose

The purpose of this paper is to determine the key factors influencing mobile shopping adoption intention and actual usage in the backdrop of the moderating effect of gender and age.

Design/methodology/approach

The study identifies eight independent variables including two relatively new variables, i.e. perceived regulatory support (PRS) and perceived benefits, and proposes an integrated framework to understand mobile shopping behavior. A total of 304 mobile device users were surveyed using a comprehensive questionnaire. The collected data were utilized to analyze the hypothesized relationships through structural equation modeling.

Findings

The results indicated that all the factors considered in the framework were significant in predicting mobile shopping behavioral intention (BI) except for PRS. Demographic variables such as age and gender moderate the effect of factors such as perceived critical mass, personal innovativeness and hedonic motivation on mobile shopping BI.

Research limitations/implications

The small sample sizes and a possibility to include new variables other than consumer-centric factors are some of the limitations of this study.

Practical implications

The findings of this paper are of significant use for mobile shopping app developers, mobile payment gateway providers and other institutions involved in facilitation and provision of such mobile shopping services to develop suitable strategies to encourage adoption of mobile devices as a medium of online shopping.

Originality/value

The study is first of its kind in India and integrates variables from different areas of technology adoption along with two new variables, i.e PRS and perceived benefits to understand mobile shopping behavior.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 30 no. 1
Type: Research Article
ISSN: 1355-5855

Keywords

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