Key success factors in 3G services adoption: a consumer perspective

摘要

In this study, we will show that cultural factors are used to explore the different findings; it can influence the initial variables directly without mediation. We also apply an extension model to the Technology Acceptance Model - the COMPASS Acceptance Model which is very suitable for testing mobile services adoption, and may be used to define the weighing factors of mobile services' life cycles in different culture contexts. Data collected from France (Paris) and China (Beijing) was tested against the research model; the results strongly support the proposed model in predicting consumer behaviours when using 3G mobile services. Several implications will help 3G players to determine efficient marketing strategies and access the potential adoption of new mobile services.