Wu, Y.-L., Tao, Y.-H., P.-C.

Yang, The use of unified theory of acceptance and use of technology to confer the behavioral model of 3G mobile telecommunication users, Journal of Statistics and Management Systems, Vol.11, No.5, 919949, 2008

Investigating the consumer behavior of T a i w a n s 3G mobile telecommunication services

Yu-Lung Wu1, Yu-Hui Tao2, Pei-Chi Yang1 1 Department of Information Management, I-Shou University: ISU96-01-14 No.1, Sec 1,Syuecheng Rd.,Dashu Township Kaohsiung County 840 wuyulung@isu.edu.tw, 2 Department of Information Management, National University of Kaohsiung Kaohsiung (833, Taiwan) ytao@nuk.edu.tw Abstract A l t h o u g hT a i w a n s3 Gs e r v i c e ss t a r t e di t so p e r a t i o ni n2 0 0 3 , t h em a i np r o f i t source for every telecommunication company is still the cheaper fees of airtime minutes. Therefore, this study is directed on how these companies design the m a r k e t i n gt a c t i c sc l o s e rt ot h ec o n s u m e r s n e e du n d e rt h ed u a l i n f l u e n c e so ft h e d e c r e a s i n gi n d i v i d u a l sc o n t r i b u t i o na n dt h el o wu tility rate, as well as how to i m p r o v ec u s t o m e r s w i l l i n g n e s st oa d o p t3 Gm o b i l et e l e c o m m u n i c a t i o ns e r v i c e s . Unified Theory of Acceptance and Use of Technology (UTAUT) is used as the model to carry out the investigation of expert interview a n dc o n s u m e r s survey. This study f o u n dt h a t t h e f a c t o r s t h a t s i g n i f i c a n t l yi n f l u e n c e dt h e b e h a v i o r a l i n t e n t i o n i n c l u d e p e r f o r m a n c e e x p e c t a n c y , s o c i a l i n f l u e n c e , a n d f a c i l i t a t i n g c o n d i t i o n s , w h i l e t h e t r a d i t i o n a lk n o w n e f f o r te x p e c t a n c y d i dn o t .Mo r e o v e r ,t h r e e non-assumed relationships were discovered during the Structural Equation Model analysis, which helped to revise the UTAUT model for the adoption of 3G telecommunication services in Taiwan. T h er e s u l t so ft h i ss t u d yc a nb eh e l p f u l t oT a i w a n sm o b i l e telecommunication companies to adjust their corporate strategies and tactics for providing customer-oriented 3G services to both existing and potential customers, such that the overall 3G market can be expanded as well as a win-win situation for the 3G industry and their consumers can be achieved. Key words - 3G Mobile Telecommunication, Unified Theory of Acceptance and

Use of Technology (UTAUT), Structural Equation Modeling

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I.

INTRODUCTION

According to the latest research report of GSM Association, the number of global mobile telecommunication users will surpass 5 billion in 2015, which is three times the current number. Meanwhile, the coverage of the mobile network has already reached 80% of the global population, which is twice of the number in 2000. The annual output value of global mobile telecommunication market has already reached US$700 Billion, and this value continued to grow with 10 % every year (GSM Association, 2006). Even when facing such a great business opportunity of huge market, besides Japan and Korea, the global application of 3G has just officially started in 2005. In the past, limited to the software and hardware abilities of 2G cell phones, the cell phone was unable to send information rapidly and safely. Now the 3G cell phone can not only greatly improves the deficiency of data transmission speed of 2G cell phones, but also offer diversified services, such as voice, data and video services. In Taiwan, cell-phone number users had reached 2,2970,000 users in the third quarter of 2006, and the popularity of cell-phone number was up to 100%, there were 3,840,000 users for 3G data services and PHS users in the third quarter of 2006, which accounted for 42.7% of the total users of network Internet. The above figures show that the numbers of cell-phone and mobile Internet of Taiwan usage have always kept at a high level. In contrast, the mobile value-added services have been at a low level at the same time, which only accounts for 5% to 10% of t h e p r o f i t o f T a i w a n s mobile telecommunication industry (Institute for Information Industry2006a) In the p a s t , T a i w a n s c e l l p h o n em a r k e t i s r e l a t i v e l ys m a l l o nt h ed a t as e r v i c e s . F o r u s e r s contribution to data-service profit, the highest one is 8% by Far EasTone, and then 6% by Chunghwa Telecom and Taiwan Mob i l e . A m o n gT a i w a n s m o b i l ed a t as e r v i c e s , picture and ring tone downloading, game and friend-meeting are the most popular mobile value-added services besides messaging, which reflects that the current mobile services has not been widely accepted by the consumers. This is a general bottleneck faced by the worldwide mobile phones suppliers, and thus deserves a further investigation o nt h ec o n s u m e r sa d o p t i o nb e h a v i o rregarding 3G mobile service adoption. The behavioral intention that is adopted to discuss technology acceptance is always the an emergent topic in contemporary management (Davis, 1989; Davis et al., 1989; Mathieson, 1991; Mykytyn & Harrison, 1993; Igbaria et al., 1997; Jackson et al., 1997; Liao et al., 1999). Because Unified Theory of Acceptance and Use of Technology (UTAUT) has the best explanatory power in behavior for information technology, among the technology acceptance models (Davis, 1989), it is used as the

main framework in this study. In order to identify the adoption factors of 3G mobile service issues, the purpose of this study verifies the suitability of UTAUT under the background of mobile telecommunications, understands consumers relevant factors of behavioral intention with regard to mobile telecommunications service, and focuses on d i f f e r e n t u s e r s characteristics, using habits, and the connection between service types and key successful factors in order to serve as the reference for the marketing strategies of mobile telecommunications subscribers and the customer relationship management.

II. BACKGROUND INFORMATION A. The current situation of 3G mobile telecommunication industry Mobile telecommunication system continuously progresses with the a d v a n c e m e n t o f t e c h n o l o g ya n dt h eu s e r s d e m a n d s t o w a r d s t r a n s m i s s i o ns p e e d and application services. A noteworthy point is that the mobile telecommunication system is not only evolved and developed unilaterally, but the 1G, 2G, 3G that this study mentioned are also the classifications of the current mobile telecommunication system according to their transmission speeds and applications. In particular, the so-called third generation mobile telecommunication system is the mobile telecommunication system that combines the multimedia communications, such as wireless communication and global Internet, copes with many kinds of media, such as picture, audio-visual, and video conference, and offers diversified information services including Internet surfing, video conference, and mobile e-commerce. The third generation of mobile telecommunication system must possess enough bandwidth and transmission speed in order to offer this kind of multimedia service (Topology Research Institute, 2005), such that customers can have the best quality of receiving environment in any place and any time (S.C. Zeng, 2002). According to the investigation report of Global System for Mobile Entertainment Services Market of Informa Telecoms & Media, the Global System for Mobile Entertainment Services Market is up to US$18.8 billion in 2006, and it is expected to be up to US$39.3 billion by 2011 (Informa Telecoms et al.,2006). In t e r m s o f t h e u s e r p o p u l a t i o n , t h e n e wr e s e a r c hr e p o r t , Wo r l d w i d e C e l l u l a r U s e r Forecasts, 2005-2 0 1 0 , b y S t r a t e g y A n a l y t i c s Wi r e l e s s N e t w o r k S t r a t e g i e s S e r v i c e points out that the global mobile users will be up to 2.5 billion by the end of 2006, and reaches 3.5 billion users before the end of 2010. In addition, Strategy
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Analytics also predicts that in the following ten years, the industry of the mobile telephone will produce the service profit of US$800 billion. With the gradual progress of technology and the mobile device of downloading, 3G technology will be commercialized successively. The market of 3G becomes gradually clear in other countries. For example, since the third quarter of 2006 in Japan, the 3G user population has already been up to 57 million. In addition, the transmitting rate of 3G technology increases from 384bps to 2Mbps, so that the potential multimedia network services, such as e-book, electronic comic, mobile TV (audio-visual steam), mobile game, mobile music, etc., are put forward successively. Take South Korea as another example, the consumers are charged for about US$15 per month for the service of watching TV though the cell phone. B .The present using condition of 3G telecommunications service in Taiwan With respect to the development of 3G telecommunication services in Asia, the 3G subscribers of Japan, Korea, Singapore, and Hong Kong have already set up 3G services before June of 2005, though the first 3G subscriber (Asia Pacific Telecom) in Taiwan set up the 3G services earlier than the subscribers in Hong Kong and Singapore, but the 3G services of the main 3G subscribers started to operate continually until May 2005, and the last subscriber, VIBO Telecom, set up the 3G services until December 2005 (Table 1), the starting time of Taiwan had not only fallen behind Japan and Korea, it also has a gap with Hong Kong and Singapore (Institute for Information Industry, 2006).

Table 1 The general situation of 3G mobile telecommunication s u b s c r i b e r s s y s t e m s in Taiwan

3G mobile telecommunicati on companies System Frequency bands(GHz) 3G image roaming The number of

Chunghwa Telecom WCDMA 1.960~1.975 2.020~2.025 2.135~2.150 25 countries, 41 networks 850,000

Taiwan Mobile Co. WCDMA 1.945~1.960 2.015~2.020 2.135~2.150 5 countries, 9 networks 490,000

Far Eastone Telecom WCDMA 1.915~1.935 2.125~2.135 14 countries, 22 networks 300,000

VIBO Telecom WCDMA 1.945~1.960 2.125~2.135

Asia Pacific Telecom CDMA 2000 0.825~0.845 0.870~0.809

37 countries 300,000

X 990,000

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3G users in November 2006 The time of setting up commercial service July 2005 September 2005 July 2005 December 2005 September 2003

Source of materials: Telecommunication Bureau(2006/12)

However, until the forth quarter of 2006, the number of 3G of users has increased 26.7% comparing to last season, the number of users broke 3,420,000. Compared with the end of 2005, the growth was astonishing, the 3G users in the forth quarter of 2006 has increased 157.5% more than the same period of last year, the number of 3G users has increased 2,097,000. Thus it can be seen that the increasing power of 3G users is considerable, the mobile telecommunication users of Taiwan shift to 3G specifications progressively. but the fact is not so. A c c o r d i n gt o T h eb e h a v i o r a l i n v e s t i g a t i o no f t h eu s a g eo f T a i w a nm o b i l ed a t a s e r v i c e c o n d u c t e db yt h eI n s t i t u t ef o rI n f o r m a t i o nI n d u s t r y , t h ep o p u l a r i t yo f mobile data service for Taiwanese was 59% in 2006, which is only relatively fair compared with 2004 and 2005. In other words, the mobile data service has not been significantly improved as the rapidly growth of 3G user population. In addition, the profit of Taiwan mobile data service accounts for only 8.3% of average profit per user, which is still incomparable with 20% in Japan and Korea(Institute for Information Industry, 2007). The third generation of communication service has the same advantage of the traditional e-commerce as well as the unique service characteristics and value-added benefits. If the companies of the third generation of communication s e r v i c ec a nu n d e r s t a n dt h ec o n s u m e r s b e h a v i o r o f u s i n g3 Gs e r v i c e si nd e p t h , then they can not only promote the quality of communication service, but also can o b t a i n a b u n d a n tc o n s u m e r s i n f ormation (N. Nohria,2001). Accordingly, i n v e s t i g a t i n gt h ec u s t o m e r s b e h a v i o ro fu s i n g3 Gs e r v i c e sc a ni m p r o v et h e effective customer service and expand the using market (R. B. Green, 2002). However, the success of mobile value-added service market must be established under the prerequisites of complete customers, content, terminal device, service platform, marketing service and operational models, and none of above-mentioned conditions can be dispensed with. The cell phone subscribers in Taiwan are full of expectation towards mobile value-added services, but they are currently not satisfied in the actual applications. This polarized response has been shown on the
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content and application of the mobile value-added services and paying desire. Therefore, how to u n d e r s t a n d t h e c o n s u m e r s d e m a n d s a n d i n t e n t i o n / b e h a v i o r a n d t h e nb r i n go u t t h e c o n s u m e r s a c t u a l a p p l i c a t i o no f m o b i l e s e r v i c e s .So, this is the main purpose of this study. C. Technology Acceptance Model (TAM) Davis (1989) uses Theory of Reasoned Action (TRA) from Fishbein & Ajzen (1975) as the foundation and cooperates with the application situation that is used by information system, so as to propose Technology Acceptance Model (TAM). In other words, it can be regarded as TRA and then applied to explain the specific model that is adopted by information technology (Taylor & Todd, 1995a). The purpose of TAM is to simplify TRA and provide a generalization model that possesses theoretical foundation & parsimony and the tools that a manager uses. It also allows the manager to use TAM to weigh the introduction of new technology, and then predicts and explains the user sbehavior of accepting information technology (Venkatesh, et al., 2003). At the same time, the researcher can understand the external factors th a t a f f e c t r e s e a r c h e r s i n t e r n a l faith, attitude and desire when using the technology. The reason why TAM is generally valued and adopted by researchers is b e c a u s ei t u s e su s e r s p e r c e p t i o nt oi n f e r B e h a v i o r a l I n t e n t i o n( B I ) d i r e c t l y , i t s method is simple a n dc l e a r , b u t q u e s t i o n s s u c ha s w h i c hf a c t o r s w o u l di n f l u e n c e u s e r s p e r c e p t i o n h a v en o t b e e nd i s c u s s e d . L e g r i se t a l . ( 2 0 0 3 ) s u g g e s t e dt h a t other variables should be added to TAM so as to provide a more complete model structure; thus, Venkatesh and Davis (2000) have proposed a new structure, T A M2 , w h i c he x t e n d sf o r w a r d , a n dt h e yc l a i m e dt h a t S o c i a l i n f l u e n c e a n d C o g n i t i v ei n s t r u m e n t a l a r et h et w om a i nv a r i a b l e st h a ti n f l u e n c eu s e r s consciousness. The former includes three dimensions ,w h i c ha r e S u b jective n o r m , V o l u n t a r i n e s s a n d I m a g e ; the latter includes four dimensions, which a r e J o bR e l e v a n c e , O u t p u t Q u a l i t y , R e s u l t D e m o n s t r a b i l i t y a n d P e r c e i v e d E a s eo f U s e . TAM2 has omitted behavioral attitude (ATU) because ATU does not have significant influential effect towards BI and actual system usage (AU). The Evidence-based study shows that the explanatory power of two forward e x t e n d i n g v a r i a b l e s w i t h r e g a r d t o P e r c e i v e d U s e f u l n e s s h a s r e a c h e d 5 1 %, a n d the entire model has 49% of explanatory p o w e r f o r B e h a v i o r a l I n t e n t i o n . Besides forward extending the TAM framework and improving the completeness of theory, the more important thing is that TAM2 expands the study field to the internal parts of actual enterprises, it also brings them into the dimensions that are
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closely related to the business, such as Job Relevance. D. Unified Theory of Acceptance and Use of Technology (UTAUT) Wi t ht h e v i g o r o u s d e v e l o p m e n t o f T A M2 s r e l e v a n t s t u d i e s , m o r e a n dm o r e external variables that focus on different fields have been brought up. Venkatesh has finished a review in accordance with the relevant studies over the years, he found out the previous evidence-based models have their own characteristics, each of the models also had been verified in its own field and category respectively; hence he integrated the eight models from previous documents: TRA, TAM, Motivational Model (MM), Theory of Planned Behavior (TPB), Combined TAM and TPB (C-TAM-TPB), Model of PC Utilization(MPCU), Innovation Diffusion Theory (IDT), Social Cognitive Theory(SCT), addressing the new framework of Unified Theory of Acceptance and Use of Technology(UTAUT). The discussion of the eight relevant individual behavioral acceptance models and theories is shown in Table 2. Its theoretical structure is shown in Figure 1. Table 2 The discussion of relevant individual behavioral acceptance models and theories

Theory 1.Theory of Reasoned Action (TRA)

Core Structure Attitude Toward Behavior Subjective Norm Perceived Usefulness

Definition The positive or negative feeling that an individual has towards certain behavior An individual experiences others thinking that he should or should not have what kind of behaviors The degree that the user believes that using the information system can improve work performance The degree that an individual believes its easy to use the system An individual experiences others thinking that he should or should not have what kind of behaviors User has the feeling to perform some actions because of some activities, improvement of work, salary, and advertisement User has the feeling to perform certain behaviors because he wants to, not because of any obvious stimulus The positive or negative feeling that an individual has towards certain behavior An individual experiences others thinking that he should or should not have what kind of behaviors The restriction that an individual has

2.Technology Acceptance Model (TAM)

Perceived Ease of Use Subjective Norm

Extrinsic Motivation 3.Motivational Model (MM) Intrinsic Motivation Attitude Toward Behavior 4.Theory of Planned Behavior (TPB) Subjective Norm Perceived Behavioral Control
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Attitude Toward Behavior Subjective Norm 5.Combined TAM and TPB (C-TAM-TPB)

Perceived Behavioral Control

Perceived Usefulness

Job-fit Complexity Long-term Consequences 6.Model of PC Utilization (MPCU) Affect Towards Use

Social Factors

Facilitating Conditions Relative Advantage Ease of Use Image Visibility 7.Innovation Diffusion Theory (IDT)

Compatibility

Results Demonstrability

Voluntariness of Use

8.Social Cognitive Theory (SCT)

Outcome ExpectationsPerformance

Outcome ExpectationsPersonal Self-efficacy

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experienced from inside and outside towards his behavior The positive or negative feeling that an individual has towards certain behavior An individual experiences others thinking that he should or should not have what kind of behaviors The restriction that an individual has experienced from inside and outside towards his behavior The degree that the user believes that using the information system can improve work performance The degree that the system can strength e n a n i n d i v i d u a l s w o r k performance The degree that the system is difficult to understand and use The result will be somewhat benefited in the future An individual feels joyful, happy, depressed and detesting towards s certain behavior. The internalization of individual towards team culture and the agreement with the group The subjective factor that makes people feel it is easy to take action under a certain environment The degree of using new method and can do better. The degree of using new system and make people feel difficult to use. The degree that using new system can stre n g t h e n o t h e r s i m p r e s s i o n The degree that one can observe different users to use the new system in the organization The degree that user feels the new system is in chorus with the value of existence, demand, and experience. The substantial result of using new system includes the things that are visible and can be expressed by languages. The user experiences the innovation of the new system and begins to have voluntariness and freedom. The performance expectancy is related to the result of behavior, especially the performance expectancy that is related to work. The individual expectancy is related to the result of behavior, especially personal respect and achievement feeling. The judgment ability that an individual

Affect Anxiety

has when using a kind of technique to complete a specific work or assignment. Personal interest towards a special behavior The anxiety or emotional response that an individual has when performance behavior is involved.

Source of the materials: Venkatesh, et al. (2003)

Fig.1. UTAUT model Source of the materials: Venkatesh et al. (2003) UTAUT model integrates the issues that are mentioned in the relevant documents into four main core determinants: Performance Expectancy (PE), Effort Expectancy (EE), Social Influence (SI), Facilitating Conditions (FC), and four control variables, which are G e n d e r , A g e , E x p e r i e n c e , a n d Voluntariness o f U s e . Its four main dimensions are shown in Table 3.

Table 3 THE FOUR CORE DETERMINANTS OF UTAUT

UTAUT Determinant The Sub-Determinant Perceived Usefulness Performance Expectancy/PE Extrinsic Motivation Job-fit Relative Advantage Outcome Expectations Effort Expectancy/EE Perceived Ease of Use Complexity The Source of Integrated Model TAM/TAM2/C-TAM-TPB MM MPCU IDT SCT TA/TAM2 MPCU

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(Ease of Use Subjective Norm Social Influence/SI Social Factors Image Facilitating Conditions/FC Perceived Behavioral Control Facilitating Conditions Compatibility

IDT TRA TAM2 TPB/DPTB C-TAM/TPB MPCU IDT TPB/DTPBC-TAM-TPB MPCU IDT

Source of the materials:

Venkatesh et al.,(2003)

Venkates et al. (2003) thinks that the purpose of UTAUT model is to offer the manager with using tools, the manager can use UTAUT to weigh the introduction of new technology and predict & e x p l a i nt h eu s e r sb e h a v i o ro f accepting information technology. From the previous test result, one found that the explanatory power of this UTAUT model is up to 70% with regard to technology using behavior, it is more effective than any of the models that are known before; and the use of UTAUT model has become more extensive in recent years, it is no longer confined to the discussion of the use of information system, such as mobile commerce (Carlsson et al. ,2006; Ming-Hong Siao, 2006), online learning (Yi-Yuan Zeng, 2005), and wireless network (Hong-Chang Zhang, Cang-Yi Guo, Mei-Chi Lai, 2004); and the study problem of this study takes user s desire and behavior as the core, so this study uses UTAUT model as the theoretical foundation of this study.

III. Research Model and Hypothesis Development

A. The Study Framework Synthesizing the above-mentioned literature reviews, the framework of this study can be integrated and shown in Fig. 2. The external variables are formed by the four core determinants in UTAUT model; the control variables are in a c c o r d a n c e w i t h t h e U T A U Tm o d e l s v a r i a b l e s , i n c l u d i n g g e n d e r , a g e , e x p e r i e n c e , voluntariness of use, and level of education is added.

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The major differences between this study and the original UTAUT study (Venkatesh et al., 2003) lie in the temporal dimension and the connotation of d e t e r m i n a n t sb y e x t e r n a lv a r i a b l e s .F o rt h et e m p o r a ld i m e n s i o n ,because Venkatesh et al. (2003) focused on the specific application software to train the same participant, it was required to carry out three tests in three periods of time before and after training. This study only has one test because it is designed to survey participants at different stages of the temporal dimension all at once. Also, b e c a u s e t h e u s e r s f a m i l i a r i z a t i o n w ith regard to that software will change with t i m e , t h i s c a n b e u s e d t o m e a s u r e t h e i n f l u e n c e o f u s i n g e x p e r i e n c e t o w a r d s e a c h d e t e r m i n a n t . T h e r e f o r e , u s i n ge x p e r i e n c e i nt h i s s t u d y r e f e r s t ot h e i n d i v i d u a l s using habit in the past (Venkatesh et al., 1996). Finally, education is added into the control variable group because it is conjectured to be relevant as the other control variables in mobile communication adoption.

External variables
Performance Expectancy Effort Expectancy Social Influence Facilitating Conditions

Behavioral Intention

Use Behavior

Control Variables
Gender Age Experienc e Education

Voluntariness of Use
Fig.2. The Study Framework

B. The Study Dimensions This study uses the four main dimensions of UTAUT, which includes Performance Expectancy, Effort Expectancy, Social Influence, and Facilitating Conditions, and the control variables. Each dimension is defined referring to relevant documents, the explanation is as follows: (1) Performance Expectancy/PE I t r e f e r st o t h ed e g r e et h a t t h eu s e rb e l i e v e st h a t u s i n gt h ei n f o r m a t i o n
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s y s t e m c a n i m p r o v ew o r k p e r f o r m a n c e ,V e n k a t e s h h a sa r r a n g e d f i v e sub-dimensions from the documents in the past, which are Perceived Usefulness (TAM/TAM2/C-TAM-TPB), external motivation (MM), work correlation (MPCU), relative advantage (IDT), and expectancy to the achievement (SCT). Venkatesh et al. (2003) thinks that expected e f f e c t i v e n e s s r e f e r s t o a b l e t o o b t a i n s i g n i f i c a n t r e w a r d sa f t e r u s i n gt h es y s t e m , and from the previous studies, one could know that the influence that the difference between Gender and Age has towards performance expectancy is relatively significant; therefore, the male worker or young worker who pursues performance will be more outstanding than other groups. (2) Effort Expectancy/EE I t r e f e r s t o T h e e a s i n e s s t h a t a n i n d i v i d u a l t h i n k s o f w h e n u s i n g t h e s y s t e m , Venkatesh has arranged three sub-dimensions from the documents in the past, w h i c h a r e c o n s c i o u s n e s s o f e a s y t o u s e ( T A M/ T A M2 ) , s y s t e m a t i c c o m p l e x i t y ( MP C U ) , a n d o p e r a t i n g s i m p l i c i t y ( I D T ) . T h i s m e a n s t h a t w h e t h e r t h e d e s i g n o f information system can allow the user to use it easily or not is one of the key factors of accepting information technology, for instance: whether the operation of cell-phone functions is clear and easy to be understood, whether it is easy for the user to use 3G mobile telecommunication to access Internet, all of these are the factors that determine whether the system is easy to use or not. Venkatesh et al. (2003) believes that the diligent expectation of an individual towards the use of system would be somewhat different because of gender and age, women or old people are usually more significant, but these influences will be reduced as the using experience increases. (3) Social Influence/SI I t r e f e r st o t h ed e g r e et h a t a ni n d i v i d u a l s e n s e st h a t t h ep e r s o nw h oi s i m p o r t a n tt oh i mt h i n k st h a t h es h o u l du s et h en e ws y s t e m , V e n k a t e s hh a s arranged three sub-dimensions from the documents in the past, which are subjective norm (TRA, TAM2, TPB/DPTB, C-TAM/TPB), social factor (MPCU), a n d public image (IDT). The so-c a l l e d s u b j e c t i v en o r m r e f e r st o ac e r t a i nk i n do f i m a g eo f t h e p a r t y t h a t i s g i v e n b y t h e p e o p l e a r o u n dh i m , o r p e o p l e t h i n k t h a t h o wt h e p a r t y s h o u l dd o . S u b j e c t i v en o r m w i l lu r g et h ep a r t yt op r o d u c et h ep o i n to f behavioral intention (BI), this was first proposed by Fishbein & Ajzen (1975) in TRA, thereafter through the discussions of a lot of scholars, different results have also appeared. T a y l o r &T o d d( 1 9 9 5 ) f o u n do u t s u b j e c t i v en o r m w o u l dr e a l l y
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make party produce the behavioral intention, and Mathieson (1991) & Davis et al (1989) believed that the relationship between them is not significant. According to the view of Davis (Davis et al. , 1 9 8 9 ) , t h e s t r o n go r w e a ks t r e n g t ho f s u b j e c t i v e n o r m i sc l o s e l yr e l a t e dt ot h ee n v i r o n m e n t t h a t t h ed i s c u s s i o ns u b j e c t i si n . Public imager e f e r s t o the party thinks a certain image helps to maintain or improve his own position in the group (Moore and Banbasat, 1991), because the image or impression that the party hopes to establish is usually related to role model that the group identifies, so there is significantly positive relation between the so-called public imagea n d role model identificat i o n (Venkatesh, et al., 2000). Venkatesh et al. (2003) believes the relationship between social influence and use intention would be influenced by the interfering factors such as gender, age, experience and use voluntarily. In addition, social influence has very significant influence towards old workers; if use gender to distinguish, women workers will be easily influenced by the attitudes of senior managers and colleagues. But these influences would usually happen only at the beginning of use, after using for a while, social influence does not have significant influence on behavioral intention. (4) Facilitating Conditions/FC I tr e f e r st o t h ed e g r e eo fs u p p o r t i n gt h a ta ni n d i v i d u a lf e e l sf r o mt h e organizational and technical relevant equipment towards sys t e mu s e , V e n k a t e s h has arranged three sub-d i m e n s i o n s f r o mt h e d o c u m e n t s i n t h e p a s t , w h i c h a r e t h e c o n t r o lo fc o n s c i o u sb e h a v i o r ( T P B / D T P B ,C -TAM-T P B ) , p r o m o t i n g c o n d i t i o n ( MP C U ) ,a n d c o m p a t i b i l i t y ( I D T ) .A m o n gt h e m ,t h es o -called c o n t r o l o fc o n s c i o u sb e h a v i o r r e f e r st ou s e r ss e l f -efficacy to the system in g e n e r a l , w h i c hi st h eu s e r sj u d g m e n to fa b l et oo p e r a t et h es y s t e mo rn o t ; p r o m o t i n gc o n d i t i o n r e f e r s t ot h e t e c h n o l o g ya s s i s t a n c e t h a t i s p r o v i d e db yt h e o b j e c t i v ee n v i r o n m e n t ; c o m p a t i b i l i t y i st h ec o n s i s t e n c yo fs y s t e m a n d organization value. Therefore, cooperating situation means that the organization and technical framework support the user to use the system, including the support of computer software and hardware or the assistance on systematic operation (Venkatesh et al., 2003; Thompson et al., 1991). Experience and age are the interfering factors between cooperating situation and behavior. In conclusion, Venkates et al. (2003) considers the purpose of experience, gender, age, and user is to emphasize that there is difference between personal acceptance and the strategy of using IT under different situation, one must consider these interfering factors and correct the implemented strategy appropriately. It arranges the sub-dimensions of UTAUT s e a c h d i m e n s i o n a n d t h e i r d e f i n i t i o n s .
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(5) Moderators Besides the above-mentioned four core determinants, there are still four significant moderators in the theoretical structure of UTAUT: Gender, Age, Experience and Voluntariness of Use. There is no lack of the discussions of these variables in the previous relevant studies, take Gender as an example, a lot of studies point out the influence of different dimensions towards BI is related to Gender, just like the influence that Performance Expectancy (PE) has towards Behavioral Intention (BI), female is more significant than male, and in the mean time because female cares about o t h e r s p o i n t o f v i e wm o r e , s o S o c i a l I n f l u e n c e ( S I ) i s m o r e s i g n i f i c a n t ( V e n k a t e s h and Morris, 2000). UTAUT further cross-analyzes the roles of other relevant variables (such as Age), the result of study finds out the complex interaction of two or more variables will make the influence even more significant. For example, i nP E s i n f l u e n c et o w a r d s BI, in case of only considering Gender, male is more significant than female; if adding Age factor, then young male is more significant than other groups; In the influence of Effort Expectancy(EE) towards BI, female is more significant than male, especially the young female who is lack of the experience of using computer; i nS I s i n f l u e n c et o w a r d s B I , f e m a l ei s m o r e significant than male, especially under involuntary situation and the older female who is lack of the experience of using computer; maybe SI has more significant influence towards older age employees, and the intensity of this influence will decrease progressively with the accumulation of use experience (Venkatesh, et al., 2003). C. Study Assumptions According to the structure of this study, the variables are divided into external variables and control variables in order to establish the following assumptions: (1) External Variables Hypothesis 1 The consumers of 3G mobile telecommunication services think t h a t p e r f o r m a n c ee x p e c t a n c y w i l l l i f t t h e b e h a v i o r a l i n t e n t i o n of the 3G mobile telecommunication services. Hypothesis 2 - The consumers of 3G mobile telecommunication services think t h a t e f f o r t e x p e c t a n c y w i l l l i f t t h e b e h a v i o r a l i n t e n t i o n o f t h e3 G mobile telecommunication services. Hypothesis 3 - The consumers of 3G mobile telecommunication services think t h a t s o c i a l e x p e c t a n c y w i l l l i f t t h e b e h a v i o r a l i n t e n t i o n o f t h e3 G
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mobile telecommunication services. Hypothesis 4 - The consumers of 3G mobile telecommunication services think t h a t f a c i l i t a t i n gc o n d i t i o n s w i l l l i f t t h e b e h a v i o r a l i n t e n t i o n o f t h e 3G mobile telecommunication services. Hypothesis 5 - The consumers of 3G mobile telecommunication services think t h a t b e h a v i o r a l i n t e n t i o n w i l l l i f t t h e u s e b e h a v i o r o f t h e 3 Gm o b i l e telecommunication services. 2. Control Variables Hypothesis 6 Gender has significant difference towards the study variables of 3G mobile telecommunication services. Hypothesis 7 Age has significant difference towards the study variables of 3G mobile telecommunication services. Hypothesis 8 Voluntariness of Use has significant difference towards the study variables of 3G mobile telecommunication services. Hypothesis 9 Experience has significant difference towards the study variables of 3G mobile telecommunication services. Hypothesis 10 Education has significant difference towards the study variables of 3G mobile telecommunication services. D. Questionnaire Design and Data Collection I n o r d e r t o u n d e r s t a n d t h e c o n s u m e r s d e m a n d s a n d i n t e n t i o n / b e h a v i o r , a n d then brin g o u tt h e c o n s u m e r s a c t u a l a p p l i c a t i o n o f 3 G m o b i l e telecommunication service, this study used the questionnaire method to examine the framework of this study. The questionnaire was initially designed in accordance with the operational definitions referre di n 2 0 0 6WMI SG l o b a l Mo b i l eI n t e r n e t I n v e s t i g a t i o n i s s u e db yI n s t i t u t ef o rI n f o r m a t i o nI n d u s t r yi n 2006. Then interviews were conducted with related units of five domestic 3G mobile telecommunication companies for possible modifications of the final questionnaire. The questionnaire was divided into three sections, including the questions for external variables, the questions for behavioral intention, and the questions for use behavior. The tables that this study use mainly adopt the table of technology acceptance model that is developed by Davis (1989) and the items that are a r r a n g e df r o mV e n k a t e s he t a l sU T A U Tm o d e l ( 2 0 0 3 ) s oa st os e r v ea st h e foundation; thus, the question about content validity does not exist. In the part of Behavioral Intention, because the questionnaire content of UTAUT relies mainly o ni n v e s t i g a t i n g t h ef o l l o w -u pB e h a v i o r a l I n t e n t i o no f d i f f e r e n t p e r i o d , t h i s
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d o e s n o t c o r r e s p o n dt ot h e s u b j e c t s c h a r a c t e r i s t i c s o f t h i s s t u d y . T h e r e f o r e , t h e questionnaire content of Behavioral Intention would refer to TAM2, besides s u b s t i t u t i n gw i t h t h ep r o p e rw o r d si na c c o r d a n c ew i t h t h es u b j e c t s characteristics, the content has not been revised additionally. Because the study object of this study is mainly the consumer who is already using 3G telecommunication services, so in Use behavior, it investigates the whole acceptance that the users have with regard to the use of every area of 3G mobile telecommunication services. Finally, the pre-questionnaire is produced according to the definitions of this study structure s s t u d yv a r i a b l e s a n dthe questionnaire content of relevant documents. After completing the tables, this study sends 40 questionnaires out at random so as to carry out the pretest of the small sample, 40 questionnaires have been retrieved, and the retrieval rate of questionnaire is 100%. The retrieved questionnaires are analyzed using SPSS15.0 software, and the questions in the pre-questionnaire are deleted through factor analysis. In Performance Expectancy, 12 questons have been deleted; in Effort Expectancy, 5 questions have been deleted; in Social Influence 4 questions have been deleted; in Facilitating Conditions, 4 questions have been deleted; in Behavioral Intention, 3 questions have been deleted; in the acceptance of Use behavior, 1 question has been deleted; thus, there are 29 questions in the formal question table. In the end, this study has received 292 valid responses via online questionnaire lasted for 3 weeks, plus another 102 valid responses distributed on-the-spot of telecommunications companies, which summed up to 394 valid responses altogether. The user profile is summarized in Table 4, which indicates majority of them were male, between 26-35 age group, working professionals, above college degree level, living in metropolitan area, having over five years of telephone experience, paying over 400 NT$ monthly fees, and spending less than 15 minutes on 3G services. Table 4 The user profile
Variables
Sex Male Female Total Under 17 17-25 26-35 36-45 Over 46 Total Students
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Categories

Age (year)

Occupation

Frequency 242 152 394 2 70 258 62 2 394 114

Percentage (%) 61.4 38.6 100 0.5 17.8 65.5 15.7 0.5 100 28.9

Education

Region

Use phone time (year)

The monthly phone rates (NT$)

The daily average amount of time spent online 3G

IT industry Manufacturing Financial and insurance/ real estate industry Mounties Services Medical industry Media / advertising industry Others Total Foreign countries High school / grade University / specialist Over Institute Total North Central Southern Eastern Islands region Total Less than a year 1-2 3~4 Over 5 years Total Under 200 201-400 401-600 601-1000 Over 1001 Total 0-15 minutes 16-30 minutes 31-60 minutes Between 1 and 2 hours Between 2 and 3 hours Over 3 hours Total

44 26 16 46 90 8 4 46 394 14 158 188 34 394 114 42 228 4 6 394 2 6 24 362 394 38 60 108 86 102 394 328 20 12 10 8 16 394

11.2 6.6 4.1 11.7 22.8 2.0 1.0 11.7 100 3.6 40.1 47.7 8.6 100 28.9 10.7 57.9 1.0 1.5 100 0.5 1.5 6.1 91.9 100 9.6 15.2 27.4 21.8 25.9 100 83.2 5.1 3.0 2.5 2.0 4.1 100

Source of the materials: Arranged by this study

IV. THE STUDY ANALYSIS AND RESULT

A. Factor Analysis KMO is Kaiser-Meyer-Oilskin measure of sampling adequacy, the higher the value of KMO, the more the common factors between variables and the more suitable to undertake factor analysis. According to the views of Banning and K a i s e r ( 1 9 7 4 ) , i f t h e v a l u e o f K MO i s h i g h e r t h a n0 . 9 , i t m e a n s t h a t i t i s v e r y suitable for fa c t o r a n a l y s i s , t h e K MOv a l u e s o f t h i s s t u d y a r e a l l h i g h e r t h a n 0 . 8 ,
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so they are suitable for factor analysis. In addition, from B a r t l e t t sT e s t o f Sphericity, one can find that they all reach the level of significance, representing the common factors exist between the relevant matrixes of population, so they are suitable for factor analysis(Table 5).

Table 5 - K MOa n d B a r t l e t t s T e s t
Study variables KMO measure of sampling adequacy Approximate B a r t l e t t s Test of Sphericity Chi-square Distribution Degree of freedom Significance 3 0.000 3 0.000 6 0.000 6 0.000 3 0.000 3 0.000 16.936 10.349 15.529 25.755 12.690 18.505 PE 0.925 EE 0.824 SI 0.897 FC 0.712 BI 0.9661 UB 0.808

Source of the materials: Arranged by this study

In the Questionnaire of this study, 29 questions are divided into three parts in accordance with UTAUT model, questions PE-1 to FC-4 belong to the q u e s t i o ng r o u po f e x t e r n a l v a r i a b l e s ; q u e s t i o n sB I -1 to BI-3 belong to the question group of measuring Behavioral Intention (BI); questions UB-3 to UB-1 belong to the question group of measuring Use behavior (UB). First, SPSS15 software is used in order to adopt Principal Component Analysis to undertake factor analysis to the 29 questions, and the result shows C r o n b a c h s = 0 . 9 5 2 1 , and then retest of Reliability Analysis is carried out to these three parts, the result is shown in Table 6. Table 6 The result of factor analysis
Ques Factor tion Cod e PE PE1 I think it is useful to use 3G mobile telecommunication service. I have new experience in using 3G mobile 0.932 Questions in Questionnaire Factor loading

Cronb a c h value

0.935

PE2

0.935

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telecommunication service PE3 3G mobile telecommunication service includes a lot of information that is relevant to my work I think 3G mobile telecommunication service can satisfy the demand from work I think the use of 3G mobile telecommunication service can bring some recreation to my work I think the use of 3G mobile telecommunication service can bring convenience to my work To some of my work, it is essential to use 3G mobile telecommunication service I think the use of 3G mobile telecommunication service can lift my work efficiency I think the use of 3G mobile telecommunication service can lift my work quality I think the use of 3G mobile telecommunication service can produce innovativeness for my work I think it is easy to understand 3G mobile telecommunication service I think the using interfaces of 3G mobile telecommunication service is easy to be familiar with I can be skilled at the use method of 3G mobile telecommunication service very quickly The people around me think that I should use 3G mobile telecommunication service I will discuss the feeling of using 3G mobile telecommunication service with family and friends My family and friends can influence me to use 3G mobile telecommunication service I think not able to use 3G mobile telecommunication service is really a kind of falling behind phenomenon I think it is an admirable thing for me to be able to use 3G SI5 mobile telecommunication service to engage in various kinds of relevant activities I think the use of 3G mobile telecommunication service SI6 can help me to maintain or improve my own position in the group FC FC1 When I want to use 3G mobile telecommunication service,
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0.929

PE4

0.927

PE5

0.932

PE6

0.927

PE7

0.929

PE8

0.923

PE9 PE1 0 EE1

0.926

0.926

0.773

EE

EE2

0.810

0.811

EE3

0.883

SI1

0.902

SI2

0.893

SI3

0.900

SI

SI4

0.904

0.913

0.896

0.888

0.729

0.794

I can search and connect to the Internet easily FC2 I can easily obtain the relevant knowledge of using 3G mobile telecommunication service Once I have encountered difficulty with the use of 3G FC3 mobile telecommunication service, I can use the information from various areas to solve the problems (books, Internet, friends) FC4 I think using 3G system to surf the Net is better, more convenient and faster than using 2G system I would want to use 3G mobile telecommunication service because of some activities, propaganda and fashion trend If the rate is reduced, I am glad to use 3G mobile telecommunication service I will continue to use 3G mobile telecommunication service in the future Overall speaking, the effect of using 3G mobile telecommunication service makes me feel satisfied Overall speaking, using 3G mobile telecommunication UB UB2 service to engage in various kinds of activities makes me feel satisfied UB3 Overall speaking, the experience that I used 3G mobile telecommunication service in the past is happy 0.849 0.801 0.885 0.833 0.720 0.786

BI1

0.896

BI

BI2

0.859

0.903

BI3

0.924

UB1

0.966

Source of the materials: Arranged by this study B. Analysis of Structural Equation Modeling According to the above-mentioned of the establishments of UTAUT model, measuring variables and weighing indices, Structural Equation Modeling (SEM) i su s e dt oc l a s s i f i e d P e r f o r m a n c eE x p e c t a n c y , E f f o r t E x p e c t a n c y , S o c i a l I n f l u e n c e a n d F a c i l i t a t i n gC o n d i t i o n s a st h ei n d e p e n d e n tv a r iables, and B e h a v i o r a lI n t e n t i o n a n d Use behavior a r ei n d e p e n d e n tv a r i a b l e s ,a l s o B e h a v i o r a l I n t e n t i o n i s i n t e r m e d i a r y v a r i a b l e . And then, AMOS7.0 software is used to adopt maximum likelihood to undertake overall model fitness test with regard to each dimension, the path change of each variable is based on the Modification Indicators (MI) that is recommended by SEM for data analysis, Modification Indicators revise or delete the content of each variable, so as to improve the explanatory power of the model towards the actual behavior. A f t e rr e v i s i n gt h em o d e l , 2i s4 7 9 . 7 3 2 ;P -value is 0.00 which is
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s i g n i f i c a n t ; 2 / d f i s 2 . 6 2 ; G F I v a l u ei s 0 . 9 4 0 ; A G F I i s 0 . 9 9 0 ; R ME S Av a l u ei s 0.046; NFI value is 0.980; and NNFI value is 0.993. The fit indices of all judgments have already reached the standard, which means that the overall model fitness is good, namely the fitness between the path plot of the model and the actual observed information is good; thus the assumption of causal model that is mentioned by this study has obtained statistical support. The result is shown in Table 7. Table 7 Fit indices
Fit Standard or Threshold Value P>0.05 (does not reach significant standard)
2 and its degree of freedom

Test Statistic
2 value

Data of Test Result

479.732(p=0.000) 2.62 0.940 0.990 0.046 0.980 0.993

>2 >0.90 >0.90 <0.05 >0.90 >0.90

Goodness of fit index(GFI) Adjusted goodness of fit index(AGFI) Root mean square error of approximation(RMSEA) Normed fit index (NFI) Non-normed fit index(NNFI)

Source of the materials: Arranged by this study After modifying the model, all fit indices d e t e r m i n a t i o n s h a dr e a c h e dt h e desirable standard, which means that the overall model fit was good. In another word, the path diagram of the model fitted well with the actual observed data, the assumption of the cause and effect model diagram that this study addressed had obtained the statistical support. Moreover, some non-assumed variab l e s r e l a t i o n s h i p s ,i n c l u d i n g p e r f o r m a n c e e x p e c t a n c y / u s e b e h a v i o r , e f f o r t e x p e c t a n c y / u s e b e h a v i o r , a n d s o c i a l i n f l u e n c e / u s e b e h a v i o r , w e r e s i g n i f i c a n t . So, these three non-a s s u m e dv a r i a b l e s r e l a t i o n s h i p sw e r ea d d e dt ot h es t u d y framework. The modified study framework with SEM statistics is shown in Table 8 and fig 3. Table 8 Revised SEM study structure
The Relationship of Variables PE BI EEBI SI BI Path Coefficient 0.419 0.057 0.362
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Critical Ratio 7.020(>1.96) 1.192 6.239

P-value *** 0.233 ***

Significance Yes No Yes

FC BI FC UB BI UB PEUB EEUB SI UB

0.228 -0.212 1.179 0.529 0.141 0.243

3.054 -2.154 6.063 5.747 2.459 3.621

*** * *** *** * ***

Yes No Yes Yes Yes Yes

** p-value < 0.05, ** p-value < 0.01, *** p-value < 0.001 Source of the materials: Arranged by this study

PE
0.42***

BI EE
0.362*** 0.228*** 0.243*** UB 0.141* 0.53*** 1.18***

SI

The study has been

FC

assumed The study has not been assumed

*represents p value <0.05** represents p value <0.01*** represents p value <0.001

Figure 3 The SEM analytical structure that does not consider the control variables

Among the 5 hypotheses, only hypothesis 2 was disproved. The direct interpretation of this result was that for users of 3G mobile communication services, their "effort expectancy" did not significantly influence t h e i r b e h a v i o r a l i n t e n t i o n . T h i s i sa ni n t e r e s t i n gc h a r a c t e r i s t i co f 3 Gm o b i l e communications services since most other technology adoption models credited t h ei n f l u e n c e o f e a s eo f u s e f a c t o r o n b e h a v i o r a l i n t e n t i o n . T h i s r e v e a l s a n important but uncommon insight for 3G mobile communication services that o n l y e a s e o f u s e i s n o t e n o u g h t o a t t r a c t t h e u s e r s .

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C. Influences of control variables This s t u d yf o c u s e so nI n t e r n e tu s e r s g e n d e r , a g e , e d u c a t i o n , e x p e r i e n c e , a n d v o l u n t a r i n e s s o f u s e t oa n a l y z e t h e r e s u l t w i t hr e g a r dt ot h e entire path coefficients, the result is shown in Table 9. In accordance with the above-mentioned result, it shows that the external v a r i a b l e s i n f l u e n c et o w a r d st h ed e g r e eo fa c c e p t a n c eo f3 G m o b i l e telecommunication service (Behavioral Intention and Use behavior) would have s i g n i f i c a n t d i f f e r e n c e b e c a u s e o f d i f f e r e n t c o n t r o l v a r i a b l e s , i n c l u d i n g g e n d e r , a g e , e d u c a t i o n , e x p e r i e n c e , a n d v o l u n t a r i n e s s o f u s e , t h u s H y p o t h e s e s 6 , 7, 8, 9, and 10 are proved. This s t u d ya l s of i n d s o u t t h e f o u r f a c t o r s i n f l u e n c e t o w a r d s Behavioral Intention a n d a c t u a l u s e h a s r e a c h e d t h e s i g n i f i c a n c e t h a t was proven in the previous documents, but they are controlled by different conditions (gender, age, voluntariness of use, experience, and education), thus their influential degree towards Behavioral Intentiona n d U s eB e h a v i o r i s varied. Table 9 The SEM study structure of control variables
Control Variables The Relationship of Variables PE BI SI BI FC BI PE UB EE UB SI UB BI UB PE BI FC BI EE UB SI UB BI UB PE BI SI BI FC BI Voluntariness of Use PE UB EE UB SI UB BIUB Path Coefficient 0.30 0.29 0.46 0.56 0.27 0.26 0.36 0.75 0.74 0.75 0.55 0.52 0.22 0.73 0.28 0.53 0.17 0.30 0.31
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P-value ** ** *** *** * ** *** *** *** *** *** *** ** *** ** *** ** *** ***

Significant Ratio Female >Male Female > Male Male Female > Male Female > Male Male >Female Male >Female Over the age of 36 Over the age of 36> under the age of 35 Over the age of 36 Over the age of 36 Over the age of 36 Medium voluntariness > high voluntariness Low voluntariness > high voluntariness > medium voluntariness High voluntariness > medium voluntariness High voluntariness > medium voluntariness Medium voluntariness > high voluntariness Medium voluntariness > high voluntariness High voluntariness > medium

Gender

Age

PEBI SI BI FC BI Experience PE UB EE UB SI UB BIUB PE BI SI BI FC BI Education PE UB EE UB SI UB BI UB

0.45 0.68 0.44 0.51 0.35 0.39 0.53 0.24 0.44 0.59 0.51 0.20 0.39 0.21

** *** *** * * * ** * *** *** * * *** ***

voluntariness 1 to 5 years > more than 5 years Less than 1 year> more than 5 years 1 to 5 years Less than 1 year > 1 to 5 years > more than 5 years More than 5 years> 1 to 5 years 1 to 5 years > more than 5 years > less than 1 year More than 5 years> 1 to 5 years University or above Vocational School or below > university or above Vocational School or below > university or above University or above University or above Vocational School or below > university or above University or above

*represents p value <0.05** represents p value <0.01*** represents p value <0.001

VI - Conclusion and Suggestions 1. Conclusion of study

In the development of 3G, the most important business opportunity is no longer the cell-phone hardware only, but it is important to know how to offer more application content services and software to more and more 3G users. For this reason, expanding cell-phone function differences and creating demand motive have very important influence in the mobile telephone development of new generation. The m a i np u r p o s eo f t h i s s t u d yf o c u s e s o nd i f f e r e n t u s e r s c h a r a c t e r i s t i c s , u s i n gh a b i t s , and the connection between service types and key successful factors in order to understand the structure of current users and serve as the reference for the marketing strategies of mobile telecommunications subscribers and the customer relationship management. And also, u n d e r t h es i t u a t i o nt h a t t h eu s e r s d e g r e eo f f a m i l i a r i z a t i o n towards that software would change as time passes, UTAUT is used to measure the influence of using Experience towards each dimension. The important conclusions of this study are generalized and shown as follows: (1)Wi t h r e g a r d st o t h eu s e r s P e r f o r m a n c e E x p e c t a n c y o f3 G m o b i l e t e l e c o m m u n i c a t i o ns e r v i c e s ,i th a sp o s i t i v ei n f l u e n c et o w a r d s B e h avioral I n t e n t i o n a n d U s eb e h a v i o r , a n di t s i n f l u e n c et o w a r d s r e c r e a t i o n i s g r e a t e r . In 3G mobile telecommunication services, the practicability of system is still the major influential factor that influences the users to use technological service, and
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system that is easy to operate is the important basic ability for the use of 3G mobile value-added services. In addition, the recreation that 3G mobile telecommunication services brings will improve the consumers d e s i r e t ouse 3G services as well, this is because 3G service is a kind of technical service product. H o w e v e r , c o n s u m e r s preferences towards 3G services would not influence their satisfaction for 3G mobile telecommunication service, because the functions of 3G services are far more than 2G service functions; and consumers can change telecommunication s u b s c r i b e r a n d c e l l p h o n e b r a n d e a s i l y , t h u s c o n s u m e r s initiatives are stronger than before. (2)Wi t h r e g a r d s t o t h e u s e r s F a c i l i t a t i n g C o n d i t i o n s o f3 G m o b i l e telecommunication services, it ha sp o s i t i v ei n f l u e n c et o w a r d s B e h a v i o r a l I n t e n t i o n a n d U s e b e h a v i o r , a n d i t s i n f l u e n c e t o w a r d s s y s t e mc o m p l e t e n e s s i s greater. System completeness is also the important factor that influences the c o n s u m e r st ou s et h es e r v i c e . T h e r e f o r e , w e b s i t e ss y stem must be accurate, it n e e d s t op r o v i d e t h e l a t e s t i n f o r m a t i o ni m m e d i a t e l yi no r d e r t oa t t r a c t c o n s u m e r s use. S e c o n d l y , w e b s i t e s connection quality will influence the desire of consumers use, and 3G Internet connection quality can extend the time & place that consumers use and solve the urgent demand, that is to say the better the connection quality is, the user will be more willing to use that website. (3) Wi t hr e g a r d s t ot h eu s e r s S o c i a l I n f l u e n c e o f 3 Gm o b i l et e l e c o m m u n i c a t i o n services, it has p o s i t i v ei n f l u e n c et o w a r d s B e h a v i o r a lI n t e n t i o n a n d U s e b e h a v i o r .Consumersfamily, friends can influence them to use 3G mobile telecommunication services, some consumers think that not able to use 3G mobile telecommunication service is really a kind of falling behind phenomenon. Consequently, the behaviors and manners of the family or friends around the c o n s u m e r s w o u l d a l l i n f l u e n c e t h e c o n s u m e r s d e s i r e t o u s e 3G telecommunication services. (4)Wi t h r e g a r d s t o t h e u s e r s B e h a v i o r a l I n t e n t i o n o f 3 Gmobile telecommunication s e r v i c e s , i t h a s p o s i t i v e i n f l u e n c et o w a r d s U s eb e h a v i o r , w h i l et h ei n f l u e n c eo f r e d u c e dr a t e i sg r e a t e r .Every telecommunication subscriber combines the favorable measures that the terminal device offers, it is easy to attract consumers to use 3G service naturally, and then it can influence the consumers d e s i r e t o use and use frequency.

2.Study Limitations
Although this study strives to be perfect, but because of objective factors, the
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following limitations still exist: (1) The design of questionnaire mainly uses the tables o f U T A U Tm o d e l a n dt h e nr e v i s e s& t e s t st h et a b l e ss oa st od i s c u s st h eu s e r s behavioral model towards the acceptance of 3G mobile telecommunication services. When the follow-up researchers discuss the same subject, they can think of adopting the theories of different technology acceptance and weighing models, in order to u n d e r t a k e t h e s t u d y o f a c c e p t a n c e o f t h e u s e r s b e h a v i o r a l m o d e l t o w a r d s 3 Gm o b i l e telecommunication services further. (2) In sample selection, because of limited manpower, the questionnaires are distributed to the consumers who have used the 3G services of each telecommunication subscriber, and also this study mainly distributes network questionnaire. Because the main users of Internet are mostly students, the result of study may be unable to be completely applicable to all groups. (3) Because this study does not focus on the primitive technology acceptance model to undertake discussion, it is impossible to compare the strengths and weaknesses between the explanatory powers of the model that is constructed by this study and primitive models. But it is sure that the model that this study constructed still has certain explanatory power towards the use intention of mobile value-added services, and the newly added external variables also have positive significant effect.

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