A use-diffusion model of 3G services in China

Since use-diffusion (UD) theory is firstly presented in 2004, few studies about UD theory have been investigated to date. In order to enrich UD theoretical results and test the feasibility of this theory applied in different research fields, we study use-diffusion of 3G services in China. This paper modifies UD determinants and established 3G services use-diffusion model. A web-based survey was used in collecting data to test UD model in explaining the usage degree of consumer. The results show that: (1) Perceived usefulness, subjective norm, innovativeness and perceived cost are the determinants of significantly affecting the variety of use, rate of use is significantly affected by perceived usefulness, perceived ease of use, perceived cost and perceived mobility; (2) Perception of UD determinants among four types of users is different; (3) There are significant differences among four typological users about satisfaction of 3G services and interest in future 3G services. Based on these findings, the study proposes some managerial implications and suggestions.   Key words: Use-diffusion, variety of use, rate of use.

[1]  Katherine N. Lemon,et al.  A Dynamic Model of Customers’ Usage of Services: Usage as an Antecedent and Consequence of Satisfaction , 1999 .

[2]  Ritu Agarwal,et al.  A Conceptual and Operational Definition of Personal Innovativeness in the Domain of Information Technology , 1998, Inf. Syst. Res..

[3]  Alladi Venkatesh,et al.  The networked home: an analysis of current developments and future trends , 2003, Cognition, Technology & Work.

[4]  Kar Yan Tam,et al.  Mobile data service fuels the desire for uniqueness , 2006, CACM.

[5]  Per E. Pedersen,et al.  Mobilizing the Brand , 2005 .

[6]  Jane S. Webster,et al.  Rational and social theories as complementary explanations of communication media choices: two polic , 1995 .

[7]  Young-Gul Kim,et al.  Extending the TAM for a World-Wide-Web context , 2000, Inf. Manag..

[8]  Hyung-Shik Jung,et al.  The conceptualization and measurement of product usage , 1990 .

[9]  Lei Tang.  Key success factors in 3G services adoption: a consumer perspective , 2008, 2008 IEEE International Engineering Management Conference.

[10]  C. Fornell,et al.  A Framework for Comparing Customer Satisfaction across Individuals and Product Categories , 1991 .

[11]  Yan Xu.  Mobile Data Communications in China , 2001 .

[12]  E. Hirschman.  Innovativeness, Novelty Seeking, and Consumer Creativity , 1980 .

[13]  Alladi Venkatesh,et al.  Beyond Adoption: Development and Application of a Use-Diffusion Model , 2004 .

[14]  Robert F. DeVellis,et al.  Scale Development: Theory and Applications. , 1992 .

[15]  J. Nunnally.  Psychometric Theory (2nd ed), New York: McGraw-Hill. , 1978 .

[16]  Carolyn S. Tinnell.  An Ethnographic Look at Personal Computers in the Family Setting , 1985 .

[17]  G. Tellis,et al.  Beyond Diffusion: An Affordability Model of the Growth of New Consumer Durables , 1998 .

[18]  I. Ajzen,et al.  Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research , 1977 .

[19]  E. Rogers,et al.  Diffusion of Innovations , 1964 .

[20]  Fred D. Davis.  User Acceptance of Information Technology: System Characteristics, User Perceptions and Behavioral Impacts , 1993, Int. J. Man Mach. Stud..

[21]  Hans van der Heijden,et al.  Factors influencing the usage of websites: the case of a generic portal in The Netherlands , 2003, Inf. Manag..

[22]  D. Ortinau,et al.  Exploring consumers' postadoption attitudes and use behaviors in monitoring the diffusion of a technology-based discontinuous innovation , 1988 .

[23]  Shin-Yuan Hung,et al.  Critical factors of WAP services adoption: an empirical study , 2003, Electron. Commer. Res. Appl..

[24]  Pin Luarn,et al.  AIS Electronic Library (AISeL) , 2017 .

[25]  Margaret Tan,et al.  Factors Influencing the Adoption of Internet Banking , 2000, J. Assoc. Inf. Syst..

[26]  I. Ajzen.  Attitudes, Personality and Behavior , 1988 .

[27]  In Lee,et al.  An empirical examination of factors influencing the intention to use mobile payment , 2010, Comput. Hum. Behav..

[28]  Agnieszka Zmijewska,et al.  Evaluating wireless technologies in mobile payments - a customer centric approach , 2005, International Conference on Mobile Business (ICMB'05).

[29]  K. Srinivasan,et al.  Drivers of customer satisfaction for software products: implications for design and service support , 1995 .

[30]  T. S. Robertson,et al.  Competitive Effects on Technology Diffusion , 1986 .

[31]  Jen-Her Wu,et al.  What drives mobile commerce?: An empirical evaluation of the revised technology acceptance model , 2005, Inf. Manag..

[32]  Charles E. Downing,et al.  System usage behavior as a proxy for user satisfaction: an empirical investigation , 1999, Inf. Manag..

[33]  Xu Yan,et al.  Mobile data communications in China , 2003, CACM.

[34]  Linda L. Price,et al.  Exploration in product usage: A model of use innovativeness , 1994 .

[35]  David R. Seibold,et al.  Innovation Modification During Intraorganizational Adoption , 1993 .

[36]  Viswanath Venkatesh,et al.  Creation of Favorable User Perceptions: Exploring the Role of Intrinsic Motivation , 1999, MIS Q..