The research on consumers' purchase intention for 3G handsets has important theoretical and practical value. This research puts forward four key factors which influence consumers' purchase intention based on the cue utilization theory, situational theory and social impact theory, then it establishes the study model for consumers' purchase intention of 3G handsets. Based on the result of the questionnaire survey and empirical analysis, the study shows that social influence is the most prominent factor in purchase intention. Moreover, as different from results of previous studies, the situational influence factors have no significant impact on purchase intention in the 3G handsets market. The results of the model provides a forceful evidence for operators' and handset manufacturers' decision-making of 3G handsets design and marketing strategies, and it will improve their social impact.
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