Factors Affecting Third-Generation Mobile Services: Applying the Purchase Intention Model

Abstract

Based on the theoretical framework of the Purchase Intention Model, this study integrated the constructs of perceived over performance, perceived relative advantage, network effects, perceived enjoyment, and individual optimal stimulation level to investigate the factors affecting third-generation (3G) mobile service adoption behavior in Taiwan. Data was collected from 322 potential services users in Taiwan. The empirical results indicated that perceived need and perceived enjoyment were key factors that determined whether or not an individual would adopt 3G service. Furthermore, this study confirmed the importance of perceived over performance and relative advantage on the perceived need for 3G service. Perceived price was also found to be positively correlated with purchasability, but purchasability and network effect did not significantly impact adoption behavior. At the end of this paper, we discuss several implications for 3G service management practices and future research regarding innovative technology acceptance.

Keywords:

• purchase intention model
• 3G mobile services
• network effects
• perceived enjoyment
• perceived overperformance

Notes

Color versions of one or more of the figures in the article can be found online at www.tandfonline.com/hoce.

¹ Formula of subscription penetration rate = the number of mobile phone subscriptions/total population.

Additional information

Notes on contributors

Tung-Ching Lin

Tung-Ching Lin is a professor of Information Management at National Sun Yat-sen University in Taiwan. He received his PhD in Management Information Systems from the University of Wisconsin-Milwaukee. He is the Editor-In-Chief of the Sun Yat-sen Management Review. Professor Lin has published two books (Management Information Systems: The Strategic Core Competence of e-Business, 5th ed., and Knowledge Management, 3rd ed.) and has more than seventy research papers, including those published in such professional journals as Decision Sciences, Decision Support Systems, Information & Management, Information Systems Journal, Expert Systems with Applications, Journal of Electronic Commerce Research, Behaviour & Information Technology, Computers & Education, Journal of Information Science, Electronic Commerce Research and Applications, and others. His current research interests include knowledge management, service science, Web 2.0, and organizational behavior in MIS.

Sheng Wu

Sheng Wu is an associate professor of Information Management at Southern Taiwan University of Science and Technology in Taiwan. He received his PhD from National Sun Yat-sen University. His current research interests include knowledge management, electronic commerce, and management of information systems. His research has been accepted or published in academic journals such as Decision Support Systems, Information & Management, Information Systems Journal, Expert Systems with Applications, Online Information Review, and various others.

Kuei-Ing Wang

Kuei-Ing Wang is an assistant professor of Information Management at the Minghsin University of Science and Technology in Taiwan. She received her PhD in Technology Management from National Chiao Tung University. Her current research interests include social networks, electronic commerce, and management of information systems. She has published papers in such professional journals as the International Journal of Management and Decision Making, Sun Yat-sen Management Review, Journal of Information Management, Journal of Systems Science and Systems Engineering, and others.

Meng-Chun Tsai

Meng-Chun Tsai received his master’s degree from National Sun Yat-sen University. His research interests include electronic commerce and management of information systems.