Factors influencing the usage of 3G mobile services in Taiwan

Chun Hsiung Liao, Chun Wang Tsou, Ming Feng Huang

研究成果: Article同行評審

143 引文 斯高帕斯(Scopus)


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.

頁(從 - 到)759-774
期刊Online Information Review
出版狀態Published - 2007

All Science Journal Classification (ASJC) codes

  • 資訊系統
  • 電腦科學應用
  • 圖書館與資訊科學


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