Title: Factors affecting behavioural intention to adopt 3G mobile value-added services in India

Authors: Rajeev Kumra; Anjali Malik; Deepak Sikri

Addresses: Department of Marketing, IIM-Lucknow, B-1, Sector -62, Noida 201301, India ' Department of Marketing, IILM Institute for Higher Education, Sector 53, Gurgaon 122001, India ' IIM-L, B-1, Sector – 62, Noida 201301, India

Abstract: This paper extends the unified theory of acceptance and use of technology (UTAUT) model to explain the acceptance and use of third generation mobile value-added services (3G MVASs) by consumers. The UTAUT model was found limited only to the utilitarian perspective, whereas previous literature established that purchase intentions are also product of hedonic/experiential perspective. Hence, present study uses a modified UTAUT model that comprises hedonic construct represented by experiential motives (EM) to study the behavioural intention of the Indian consumers in adoption of 3G MVAS. The results confirmed effort expectancy, experiential motives and facilitating conditions as explanations for behavioural intention and adoption of 3G MVAS, but social influence and performance expectancy could not be used as such for explanations. Furthermore, unlike extant literature, age, experience and voluntariness were found to have an impact on behavioural intention though it could not be proved for gender. The theoretical and managerial implications are presented.

Keywords: UTAUT; unified theory of acceptance and use of technology; technology acceptance; experiential motives; 3G services; mobile services; m-services; value-added services; India; behavioural intentions; intention to adopt; technology adoption; India.

DOI: 10.1504/IJEB.2014.065820

International Journal of Electronic Business, 2014 Vol.11 No.4, pp.354 - 383

Received: 18 Mar 2013
Accepted: 16 Dec 2013

Published online: 17 Nov 2014 *

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