Abstract
This research focuses on the factors that influence customers’ behavior towards the introduction of 3G cellular data in Bethlehem Governorate, in the West Bank (WB), Palestine, which was introduced at the beginning of 2018. Therefore, the main purpose of this paper is about the examination of the factors that influence consumers’ usage of 3G cellular data. The research framework was based on the Theory of Planned Behavior (TPB) with the attitude, subjective norms, and perceived behavioral control factors. In addition to the extension of Technology Acceptance Model (TAM), the proposed model included the perceived usefulness and perceived ease of use factors. The perceived enjoyment factor was added to the model along with the TPB and TAM in order to examine the influence on the behavioral intention to use 3G cellular data. A simple random sampling strategy of a sample size of 402 3G’s customers from Bethlehem Governorate in the WB, Palestine was applied. Targeted respondents include who tried either currently using 3G services throughout a questionnaire that was constructed for this purpose. The data was analyzed by employing Structural Equation Modeling (SEM). The results indicate that perceived behavioral control, perceived enjoyment, and subjective norms are the influential factors. In contrast, perceived usefulness, perceived ease of use and attitude are not influencing the behavioral intention to use 3G mobile data services. Based upon the research findings, business implications, and limitations, further research was suggested were placed.
Highlights
Market functions of mobile data have sustained high growth rates during the last decade worldwide
The perceived enjoyment factor was added to the model along with the theory of planned behavior (TPB) and technology acceptance model (TAM) in order to examine the influence on the behavioral intention to use 3G cellular data
The results indicate that perceived behavioral control, perceived enjoyment, and subjective norms are the influential factors
Summary
Market functions of mobile data have sustained high growth rates during the last decade worldwide. According to the International Telecommunications Union (ITU), mobile broadband is considered one of the most dynamic market segments. In this regard, the global penetration of mobile broadband approximated 47% in 2015. It was proven that mobile telecommunication has led to increase the competition in local market among providers, due to users’ demand for transmission speed and application services (Mardikyan, 2012; Gandal et al., 2003). Mobile telecommunication technologies have evolved in sequential generations (Jamoos et al, 2019; Mkheimer and Jamoos, 2012). 3G, which stands for the third generation of wireless mobile telecommunication technology, was first introduced in 1998 in Japan (Gandal et al, 2003; De Vriendt et al, 2002) The first generation was launched in the 1980’s, followed by the introduction of second generation in 1990’s. 3G, which stands for the third generation of wireless mobile telecommunication technology, was first introduced in 1998 in Japan (Gandal et al, 2003; De Vriendt et al, 2002)
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