Title: The continuous use behaviour of 3G mobile video phone services

Authors: Bong Gyou Lee, Younghee Lee, Sang Chul Kim

Addresses: Graduate School of Information, Yonsei University, 134 Shinchon-dong, Seodaemun-gu, Seoul 120-749, Korea. ' Busan Development Institute, 273-20 Yangjung dong, Busan Jin-Gu, Busan 614-050, Korea. ' KT Corporation, 7-18 Shincheon-Dong, Songpa-Gu, Seoul 138-240, Korea

Abstract: Despite rapid technological advancement it has been very difficult for service providers to develop killer applications in mobile communication markets. The objective of this study is to analyse the influential factors on continuous use intention for 3G mobile video phone services. The results showed that attitude, subjective norm, and video phone function exert a significant influence on continuous use intention for video phone services and video phone function and video phone call quality exert influence on user attitude. This research will provide useful implications for staff and researchers who are building two-way service based profit models, including mobile video phone services.

Keywords: mobile video phones; theory of planned behaviour; continuous use intention; WCDMA; mobile communications; mobile phones; cell phones; user attitudes.

DOI: 10.1504/IJMC.2010.033832

International Journal of Mobile Communications, 2010 Vol.8 No.4, pp.371 - 391

Published online: 02 Jul 2010 *

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