Understanding acceptance of for mobile phone with the view of people studying and working in Thu Duc district

Abstract

The main aim of this study is to examine the factors affecting customers‟ behavioral intention to use 3G. The factors in research include perceived usefulness, perceived ease of use, perceived enjoyment, attitude and behavioral intention to use. Data were collected from 223 respondents through survey. Structural equation modeling was applied in order to test hypotheses in this study. The findings verified that perceived ease of use, perceived usefulness and perceived enjoyment positively affect attitude and attitude has significant positive impact on behavioral intention to use. The study suggests that 3G providers should provide more interesting and entertaining contents in their 3G applications and services which have appropriate fees and are easy to use for customers. In addition, 3G providers should focus on customers‟ attitude by listening and receiving

customers‟ feedbacks to improve 3G system and services.