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Consumer Acceptance of Third Generation Mobile Value-added Services: A Survey of Hong Kong Consumer Perceptions

Dimension Value
  • Type of the Research Result
  • Empirical Study
    • Survey Results
  • Current Status of Development
  • Not specified
  • Number of Cases
  • None
  • Functional Area
  • Coordinating Processes
    • Management of Values and Culture for Product-Service-Systems
    • Core Processes
      • Core Processes Third Level
        • Initiation of Product-Service-Systems
    • Company Size
    • Not Specified
    • Lifecycle Phase
    • Pre-Utilization
    • Types of Customers of Value Bundles
    • Private Customers
    • Industry Sector
    • Transport and Telecommunication
    • Standardization
    • Not Specified

    This study empirically explores several variables in relation to consumer acceptance of third generation (3G)mobile value-added services in Hong Kong. The data analysis suggests that perceived usefulness, perceived easeof use, subjective norm and perceived behavioural control considerably influence consumers’ behaviouralintention to use 3G value-added services. Practically, the promotion of 3G value-added services should provideadditional information such as pricing scheme and clear instructions in order to attract more consumers to theservices. The present findings have managerial implications for the development of 3G mobile value-addedservices in different contexts. Theoretically, the paper adds to extant literature on consumer acceptance of mobileservices and extends technology adoption theories.

    This research result was described by Sanja Tumbas (27. April 2011 - 10:13)
    This research result was last edited by Sanja Tumbas (25. November 2011 - 21:34)

    Further information

    This Research Result is related to the following Organization/s