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

A1 Journal article (refereed)

Internal Authors/Editors

Publication Details

List of Authors: Tommi J. Tapanainen, Kien T. Dao, Hai T. T. Nguyen
Publisher: Wiley
Publication year: 2018
Journal: Electronic Journal on Information Systems in Developing Countries
eISSN: 1681-4835


This study aimed to examine the factors that
affect the 3G mobile services adoption. The Technology Acceptance Model (TAM)
was utilized 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 have 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.

Last updated on 2020-14-07 at 06:08