Consumer acceptance of third generation mobile value-added services: A survey of Hong Kong consumer perceptions

Victor LIAO*, Sharman Lichtenstein

*Corresponding author for this work

Research output: Contribution to conferencePaperpeer-review

Abstract

This study empirically explores several variables in relation to consumer acceptance of third generation (3G) mobile value-added services in Hong Kong. The data analysis suggests that perceived usefulness, perceived ease of use, subjective norm and perceived behavioural control considerably influence consumers' behavioural intention to use 3G value-added services. Practically, the promotion of 3G value-added services should provide additional information such as pricing scheme and clear instructions in order to attract more consumers to the services. The present findings have managerial implications for the development of 3G mobile value-added services in different contexts. Theoretically, the paper adds to extant literature on consumer acceptance of mobile services and extends technology adoption theories.

Original languageEnglish
Publication statusPublished - 2006
Event17th Australasian Conference on Information Systems, ACIS 2006 - Adelaide, SA, Australia
Duration: 6 Dec 20068 Dec 2006

Conference

Conference17th Australasian Conference on Information Systems, ACIS 2006
Country/TerritoryAustralia
CityAdelaide, SA
Period6/12/068/12/06

Scopus Subject Areas

  • Information Systems

User-Defined Keywords

  • Consumer acceptance
  • Mobile commerce
  • Third generation mobile
  • Value-added services

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