Title: Adoption of 3G services among Malaysian consumers: an empirical analysis

Authors: Alain Yee-Loong Chong, Nathan Darmawan, Keng-Boon Ooi, Binshan Lin

Addresses: Faculty of Computing and IT, INTI University College, Persiaran Perdana BBN, Putra Nilai, 71800 Nilai, Negeri Sembilan, Malaysia. ' Faculty of Computing and IT, INTI University College, Persiaran Perdana BBN, Putra Nilai, 71800 Nilai, Negeri Sembilan, Malaysia. ' University Tunku Abdul Rahman, Jalan University Bandar Barat, 31900, Kampar, Perak, Malaysia. ' Faculty of Business and Finance, Department of Management and Marketing, Louisiana State University in Shreveport, Shreveport, LA 71115, USA

Abstract: The purpose of this study is to analyse the factors influencing the usage of 3G technology in Malaysia. By extending the Technology Acceptance Model (TAM) and Diffusion of Innovation (DOI) model, this study found that perceived advantages, perceived ease of use, variety of service and social influence are able to predict the adoption of 3G among Malaysian consumers. This study allows 3G service providers to understand which factors influenced the usage of 3G in Malaysia. Other developing countries that plan to deploy 3G can also formulate business strategies using the results from this study.

Keywords: 3G services; Malaysia; technology adoption model; TAM; mobile communications; diffusion of innovation; perceived advantages; perceived ease of use; service variety; social influence.

DOI: 10.1504/IJMC.2010.031444

International Journal of Mobile Communications, 2010 Vol.8 No.2, pp.129 - 149

Published online: 03 Feb 2010 *

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