The Influence of 4G Mobile Value Added Services on Usage Intention: The Mediating Effect of Perceived Value of Smartphone and Phablet

With the development of Phablet, as well as the coming of new age of 4G network, people pay more attention to the network quality and the market demand for network increases day by day. Telecommunications network service offers diversified products and service to satisfy different consumers’ demands. Telecommunications service has gradually become the trend, but the issues about consumers’ degree of cognitive involvement in using Smartphone or Phablet are the problems concerned by operators. In addition, the items supplied by the operators of telecommunications service will directly influence consumers’ usage intention. Therefore, this study discussed whether the telecommunications mobile value added services will influence consumers’ usage intention through the perceived value of Smartphone or Phablet. The research subjects were the users of general Smartphone. In total, 300 questionnaires were distributed, 240 questionnaires were retrieved and 224 questionnaires were valid. The research results show that (1) 4G mobile value added services have the significant positive influence on the perceived value of Smartphone; (2) 4G mobile value added services have the significant positive influence on usage intention; (3) Smartphone and Phablet have the mediating effect on 4G mobile value added services and usage intention. All the functions and value added services provided by Smartphone or Phablet play the key mediating effect. Thus, users will generate the sense of worth where acquisition utility is greater than expenditure cost, and they will generate the purchase intention and behavior towards this mobile phone products. Keywords: 4G mobile value added services,perceived value of smartphone,perceived value of phablet,usage intention