Towards an Understanding of the Behavioral Intentionto Use 3G Mobile Value-Added Services<br />9822813  H.J Huang<br />982...
First<br />
3G<br />
What is 3G?<br />
ThirdGeneration<br />
Mobile Communication Technology<br />
So?<br />
What Can 3G Provide Us?<br />
Higher Wireless Bandwidth<br />
5~10 kb/s<br />Before 3G<br />
30~60 kb/s<br />This is 3G<br />
DiversifiedVideo and Audio Services<br />
Before 3G<br />
This is 3G<br />
Telecom ServiceProviders<br />
It Seems Those Guys Can Earn More $$… <br />
But Actually…<br />
ARPUAverage Revenue Per User<br />
Why?<br />
The Old Time…<br />
The Decline in Conventional Voice Service Tariffs<br />The Growing number of Mobile Telecom Users<br />Now<br />
Only<br />
Conventional Voice Service<br />
Is<br />
Not<br />
Enough!<br />
So<br />
Telecom Services Providers<br />
Think<br />
ProvideValue-AddedService<br />
Is a<br />
New Opportunity<br />
Telecom Services Providers<br />
Provide<br />
3G Value-AddedService<br />
Music<br />MMS<br />Game<br />News<br />Fortune<br />M-Bank<br />M-Health<br />
And Wish It’s<br />
A Chance To Earn $$<br />
BUT<br />
Low Usage<br />
3G Value-AddedService<br />
Unsure<br />
That’s Why<br />
 To Understand<br />
Customer’s Behavioral Intention<br />
To Use<br />
3G Value-AddedServices<br />
IMPORTANT!<br />
So<br />
We Use<br />
TechnologyAcceptanceModel<br />
AKA<br />
TAM<br />Technology Acceptance Model<br />
+<br />
CostConstruct<br />
+<br />
PersonalInnovativeness<br />
=<br />
Research Model<br />
Not So Fast<br />
Let’s Make Some Quick ReviewFirst<br />
TAM<br />Technology Acceptance Model<br />
Based On<br />
Theory of Reasoned Action<br />
TRA Model<br />
TRA : Quick Example<br />
Tommy took my PDA!!<br />I Strongly Want to Kill Him!!<br />
I’ll Feel Much Better<br />If I Kill Tommy<br />
I Think No One Will Blame Me If I Kill Tommy<br />P.S. Sammy is Drunk…<br />
TAM<br />Technology Acceptance Model<br />
Two Factors<br />
Perceived Ease of Use<br />
I Think It’s Easy To Use<br />
Perceived Usefulness<br />
I Think It’ll Help Me a Lot!<br />
To Robber Bananas..<br />
Purpose<br />
Explain & Predict<br />
IT Users’<br />
Behavioral Intention<br />
And<br />
Practical Behaviors<br />
External Variable<br />
PersonalInnovativeness<br />
The Degree ofInterest in <br />
Trying<br />
New Thing<br />
New Concept<br />
An Innovative Product / Service(3G Value-added Service)<br />
We can be Established<br />
Two Hypotheses<br />
H1Personal Innovativenesspositively influences Perceived Usefulnessof 3G mobile value-added services.<br />H1<br />Persona...
H2Personal Innovativenesspositively influences Perceived Ease of Use of 3G mobile value-added services.<br />H2<br />Perso...
TAM<br />Technology Acceptance Model<br />
H3Perceived Ease of Usepositively influences Perceived Usefulnessof 3G mobile value-added services.<br />H3<br />Perceived...
H4Perceived Usefulnesspositively influences Attitudeof 3G mobile value-added services.<br />H4<br />Perceived <br />Useful...
H5Perceived Ease of Usepositively influences Attitudeof 3G mobile value-added services.<br />H5<br />Perceived <br />Ease ...
H6Perceived Usefulnesspositively influences Behavioral Intentionof 3G mobile value-added services.<br />H6<br />Perceived ...
H7Attitudepositively influences Behavioral Intention of 3G mobile value-added services.<br />H7<br />Attitude<br />Behavio...
Perceived Cost<br />
Money is always an Issue!!<br />
H8Perceived Costnegatively influences the Attitudeof 3G mobile value-added services.<br />H8<br />Perceived <br />Cost<br ...
H9Perceived Costnegatively influences Behavioral Intentionof 3G mobile value-added services.<br />H9<br />Perceived <br />...
Now Let’s See Our Research Model<br />
Research Model<br />
Research Method<br />
QuestionnaireDesign<br />
22 items atBeginning<br />
After PretestPilot test involving 50 undergraduate and graduate students from one university in Taiwan<br />
5 items were Eliminated<br />
17 Questions<br />
The Cronbach’s Alphavalue for each Construct ranged from 0.764 to 0.887<br />
Most people use mobilevalue-added service are aged 21-30 years old<br />
So We Choose thisage group (21-30) asSample<br />
350 questionnaires were distributed. <br />
269 valid responses were collected.<br />
76.86%Valid Response Rate<br />
Data Analysis<br />
Demographic characteristics of the respondents<br />
Types of 3G value-added services &Factors for not using 3G value-added services<br />
Results and Discussion<br />
Results and Discussion<br />Structural Equation Model (SEM)<br />LISREL 8.52<br />maximum likelihood estimation<br />
Fit indices for measurement model<br />
Standardized factor loadings, SMC and CR<br />
The direct, indirect, and total effect of each construct on behavioral intention<br />attitude &gt; perceived ease of use ...
Conclusions and Suggestions<br />
Conclusions and suggestions 1/2<br />This conclusion serves as a warning for telecom service providers, who view the young...
Conclusions and suggestions 2/2<br />this study incorporated personal innovativeness as the antecedent affecting perceived...
Thanks <br />
Bye~<br />
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Towards An Understanding Of The Behavioral Intention To Use 3 G Mobile Value Added Services

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Towards An Understanding Of The Behavioral Intention To Use 3 G Mobile Value Added Services

  1. 1. Towards an Understanding of the Behavioral Intentionto Use 3G Mobile Value-Added Services<br />9822813 H.J Huang<br />9822812 M.C Tsai<br />
  2. 2. First<br />
  3. 3. 3G<br />
  4. 4. What is 3G?<br />
  5. 5. ThirdGeneration<br />
  6. 6. Mobile Communication Technology<br />
  7. 7. So?<br />
  8. 8. What Can 3G Provide Us?<br />
  9. 9. Higher Wireless Bandwidth<br />
  10. 10. 5~10 kb/s<br />Before 3G<br />
  11. 11. 30~60 kb/s<br />This is 3G<br />
  12. 12. DiversifiedVideo and Audio Services<br />
  13. 13. Before 3G<br />
  14. 14. This is 3G<br />
  15. 15. Telecom ServiceProviders<br />
  16. 16.
  17. 17. It Seems Those Guys Can Earn More $$… <br />
  18. 18. But Actually…<br />
  19. 19. ARPUAverage Revenue Per User<br />
  20. 20. Why?<br />
  21. 21. The Old Time…<br />
  22. 22. The Decline in Conventional Voice Service Tariffs<br />The Growing number of Mobile Telecom Users<br />Now<br />
  23. 23. Only<br />
  24. 24. Conventional Voice Service<br />
  25. 25. Is<br />
  26. 26. Not<br />
  27. 27. Enough!<br />
  28. 28. So<br />
  29. 29. Telecom Services Providers<br />
  30. 30. Think<br />
  31. 31. ProvideValue-AddedService<br />
  32. 32. Is a<br />
  33. 33. New Opportunity<br />
  34. 34. Telecom Services Providers<br />
  35. 35. Provide<br />
  36. 36. 3G Value-AddedService<br />
  37. 37. Music<br />MMS<br />Game<br />News<br />Fortune<br />M-Bank<br />M-Health<br />
  38. 38. And Wish It’s<br />
  39. 39. A Chance To Earn $$<br />
  40. 40. BUT<br />
  41. 41.
  42. 42. Low Usage<br />
  43. 43. 3G Value-AddedService<br />
  44. 44. Unsure<br />
  45. 45. That’s Why<br />
  46. 46. To Understand<br />
  47. 47. Customer’s Behavioral Intention<br />
  48. 48. To Use<br />
  49. 49. 3G Value-AddedServices<br />
  50. 50. IMPORTANT!<br />
  51. 51. So<br />
  52. 52. We Use<br />
  53. 53. TechnologyAcceptanceModel<br />
  54. 54. AKA<br />
  55. 55. TAM<br />Technology Acceptance Model<br />
  56. 56. +<br />
  57. 57. CostConstruct<br />
  58. 58. +<br />
  59. 59. PersonalInnovativeness<br />
  60. 60. =<br />
  61. 61. Research Model<br />
  62. 62. Not So Fast<br />
  63. 63. Let’s Make Some Quick ReviewFirst<br />
  64. 64. TAM<br />Technology Acceptance Model<br />
  65. 65. Based On<br />
  66. 66. Theory of Reasoned Action<br />
  67. 67. TRA Model<br />
  68. 68. TRA : Quick Example<br />
  69. 69.
  70. 70. Tommy took my PDA!!<br />I Strongly Want to Kill Him!!<br />
  71. 71. I’ll Feel Much Better<br />If I Kill Tommy<br />
  72. 72. I Think No One Will Blame Me If I Kill Tommy<br />P.S. Sammy is Drunk…<br />
  73. 73. TAM<br />Technology Acceptance Model<br />
  74. 74.
  75. 75.
  76. 76. Two Factors<br />
  77. 77. Perceived Ease of Use<br />
  78. 78. I Think It’s Easy To Use<br />
  79. 79. Perceived Usefulness<br />
  80. 80. I Think It’ll Help Me a Lot!<br />
  81. 81. To Robber Bananas..<br />
  82. 82. Purpose<br />
  83. 83. Explain & Predict<br />
  84. 84. IT Users’<br />
  85. 85. Behavioral Intention<br />
  86. 86. And<br />
  87. 87. Practical Behaviors<br />
  88. 88. External Variable<br />
  89. 89. PersonalInnovativeness<br />
  90. 90. The Degree ofInterest in <br />
  91. 91. Trying<br />
  92. 92. New Thing<br />
  93. 93. New Concept<br />
  94. 94. An Innovative Product / Service(3G Value-added Service)<br />
  95. 95. We can be Established<br />
  96. 96. Two Hypotheses<br />
  97. 97. H1Personal Innovativenesspositively influences Perceived Usefulnessof 3G mobile value-added services.<br />H1<br />Personal Innovativeness<br />Perceived Usefulness<br />
  98. 98. H2Personal Innovativenesspositively influences Perceived Ease of Use of 3G mobile value-added services.<br />H2<br />Personal Innovativeness<br />Perceived <br />Ease of Use<br />
  99. 99. TAM<br />Technology Acceptance Model<br />
  100. 100. H3Perceived Ease of Usepositively influences Perceived Usefulnessof 3G mobile value-added services.<br />H3<br />Perceived <br />Ease of Use<br />Perceived Usefulness<br />
  101. 101. H4Perceived Usefulnesspositively influences Attitudeof 3G mobile value-added services.<br />H4<br />Perceived <br />Usefulness<br />Attitude<br />
  102. 102. H5Perceived Ease of Usepositively influences Attitudeof 3G mobile value-added services.<br />H5<br />Perceived <br />Ease of Use<br />Attitude<br />
  103. 103. H6Perceived Usefulnesspositively influences Behavioral Intentionof 3G mobile value-added services.<br />H6<br />Perceived <br />Usefulness<br />Behavioral Intention<br />
  104. 104. H7Attitudepositively influences Behavioral Intention of 3G mobile value-added services.<br />H7<br />Attitude<br />Behavioral Intention<br />
  105. 105. Perceived Cost<br />
  106. 106. Money is always an Issue!!<br />
  107. 107. H8Perceived Costnegatively influences the Attitudeof 3G mobile value-added services.<br />H8<br />Perceived <br />Cost<br />Attitude<br />
  108. 108. H9Perceived Costnegatively influences Behavioral Intentionof 3G mobile value-added services.<br />H9<br />Perceived <br />Cost<br />Behavioral Intention<br />
  109. 109. Now Let’s See Our Research Model<br />
  110. 110. Research Model<br />
  111. 111. Research Method<br />
  112. 112. QuestionnaireDesign<br />
  113. 113. 22 items atBeginning<br />
  114. 114. After PretestPilot test involving 50 undergraduate and graduate students from one university in Taiwan<br />
  115. 115. 5 items were Eliminated<br />
  116. 116. 17 Questions<br />
  117. 117. The Cronbach’s Alphavalue for each Construct ranged from 0.764 to 0.887<br />
  118. 118. Most people use mobilevalue-added service are aged 21-30 years old<br />
  119. 119. So We Choose thisage group (21-30) asSample<br />
  120. 120. 350 questionnaires were distributed. <br />
  121. 121. 269 valid responses were collected.<br />
  122. 122. 76.86%Valid Response Rate<br />
  123. 123. Data Analysis<br />
  124. 124. Demographic characteristics of the respondents<br />
  125. 125. Types of 3G value-added services &Factors for not using 3G value-added services<br />
  126. 126. Results and Discussion<br />
  127. 127. Results and Discussion<br />Structural Equation Model (SEM)<br />LISREL 8.52<br />maximum likelihood estimation<br />
  128. 128. Fit indices for measurement model<br />
  129. 129. Standardized factor loadings, SMC and CR<br />
  130. 130.
  131. 131. The direct, indirect, and total effect of each construct on behavioral intention<br />attitude &gt; perceived ease of use &gt; perceived cost &gt; perceived usefulness &gt; <br />personal innovativeness.<br />
  132. 132. Conclusions and Suggestions<br />
  133. 133. Conclusions and suggestions 1/2<br />This conclusion serves as a warning for telecom service providers, who view the young user group as the target market of value-added services<br />Second, consumers with higher personal innovativeness perceive a higher ease of use of value-added services<br />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.<br />
  134. 134. Conclusions and suggestions 2/2<br />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.<br />
  135. 135. Thanks <br />
  136. 136. Bye~<br />

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