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Investigating adoption factors of 3G services: An empirical study in Vietnam

Abstract
This study aimed to examine the factors that affect the 3G mobile services adoption. The
technology acceptance model was used, and structural equation modeling was applied to the data
sample obtained from a survey in Hanoi, the capital of Vietnam. The research found that
perceived usefulness has the strongest effect on intention and attitude to adopt. Social
influence does not affect 3G services adoption. The result also underlines the variable of attitude
that it should not be eliminated from technology acceptance models. Based on the findings, this
research proposes practical recommendations to 3G providers, such as enhancing the service
usefulness and focusing on features developed via collaborations between telecommunication
carriers and content developers. Furthermore, 3G providers are recommended to focus on
understanding their customers ‘ needs better rather than relying on peer and social advertising
in promoting 3G services. Finally, future research is proposed to study the effect of different
combinations of perceived enjoyment, usefulness, and ease of use, and the relationship between
perceived cost, social influence, and intention on 3G services adoption.

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